Mumbai for Women was a major step taken by TOI in the form of a campaign that broke the traditional assumption that Mumbai has always been safe for women, and highlighted the city’s duty towards women. It came in the context of growing daily reports of violence and injustice against women; and it emphasized that it was time the city takes up this responsibility.

The campaign highlighted, via a video and a series of editorial stories, women from every field talking about their love for the fast and never-sleeping city and all they ask for in return is safety and love. Media professionals to housekeepers or collegians, every woman has a right to safety.