Branding a city isn’t just about tourism brochures or catchy slogans; it’s about shaping a global perception that drives investment, attracts talent, and instills pride in its residents. A well-branded city becomes a magnet – Paris is synonymous with romance, New York with ambition, and Dubai with luxury. The right branding fuels growth. Consider “I ?? NY,” which transformed New York’s post-crisis image into a beacon of resilience, tourism, and commerce. Similarly, Berlin successfully rebranded itself post-reunification as “The Capital of Cool,” Munich as a city of heritage and high quality of life, and Hamburg as “The Gateway to the World.”

So, what is the vibe of Mumbai? Mumbai carries an image – diverse, dynamic, and deeply ingrained in India’s growth story. It is India’s financial nerve center, home to the BSE, NSE, VCs & PEs and some of the biggest conglomerates. It’s the launchpad for dreamers – the city of Bollywood, media moguls, and now of course, startup unicorns. It’s where the dabbawalas epitomize efficiency, and the local trains beat like a pulsating heartbeat, moving millions daily. Mumbai doesn’t pause for setbacks; it reinvents, adapts, and surges ahead.

Mumbai is also a lifestyle experience. It’s where you can close a multi-million-dollar deal in Nariman Point by day and sip artisanal cocktails at a rooftop bar in Bandra by night. It’s a melting pot – serving the best street food at Chowpatty and Michelin-starred dining in BKC. Whether you’re an entrepreneur, artist, or tourist, Mumbai welcomes you with open arms and an unmistakable energy.

To truly capture a city’s vibe, branding must go beyond industry labels and reflect its deeper essence. Cities that anchored their identity to a single economic pillar have often struggled to stay relevant in changing times. Manchester, once the “Textile Capital of the World,” and Ahmedabad, famously called the “Manchester of India,” both thrived on their industrial might but eventually had to reinvent themselves as those industries declined.

A city’s brand is about the spirit it embodies, the experiences it offers, and the way it shapes the lives of those who call it home. “What happens in Vegas, stays in Vegas” makes Las Vegas an experience. “I amsterdam” turned the Dutch capital into a creative and innovation hub. Mumbai doesn’t need a new identity – it just needs to own what it already is: The City That Never Stops. The City That Never Sleeps. The City That Never Says No.

As author Gregory David Roberts wrote in Shantaram, “Mumbai is the most honest place I’ve ever lived. It is so powerful, and it crushes you if you can’t keep up. But if you can, it makes you a champion.” That’s the spirit of Mumbai – the world’s stage, India’s heartbeat, and a place where dreams, quite literally, come true.

Probably, it’s time to take city branding seriously. What say, Surat?