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Watch This Chilling "Mumbai Mirror" Ad Exposing Those Mumbaikars Who Fear Journalism Most

The hair-raising video in their "I am Mumbai" campaign explores the city's criminal underbelly.

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For all its splendor, Mumbai is a city rife with criminals and human rights violators.

Mumbai Mirror / Via

As part of their "I am Mumbai" campaign, this Mumbai Mirror ad takes a look at those Mumbaikars and their probable responses to the journalism that seeks to expose them every day.

View this video on YouTube

"When truth is spilled out on breakfast tables, every morning, unabashedly asking uncomfortable questions and raising a voice loud enough to be inappropriate for breakfast conversation, it does become unpalatable for a few," the campaign argues.

Mumbai Mirror / Via

*Standing ovation*