In the project of implementing urban neo-
liberalism based urban development it
becomes imperative for the proponents
that they circulate around a myth of
transforming the city into a world class
city, where everything is of first class
order, the second class gives way to
the first, the old to the new; poor to the
rich. For this they engage into exercise
of branding the city, in Mumbai several
projects have been undertaken that
focused only on building the brand
of 'Mumbai'. They range from NGO
initiatives like 'I Love Mumbai', political
party led campaigns like 'Amchi
Mumbai'. And these campaigns are
directed towards building an ego of the
city which encompasses the ego of the
individual.
Another peculiar feature of
world class city is commodification, of
services to life. Everything imaginable is
being brought under the realm of market
and being converted into saleable
commodities, from culture to planning.