“Bollywood Lunch Contest” Campaign Bags IFRA Award

MiD DAY, India’s leading afternooner, has won the prestigious Global IFRA XMA Cross Media Awards 2008 for its innovative Marketing Property “Bollywood Lunch Contest”. The competition saw entries from news publishers in 27 countries and a jury comprising international newspaper and media experts evaluated the entries. Neville Bastawalla, Head, Marketing & Sarita Tanwar, Deputy Editor at MiD DAY Infomedia Ltd. received the award at the IFRA Expo, 2008, at Amsterdam on behalf of the newspaper today. MiD DAY was also the only Asian newspaper to be selected for an award.

Recognizing that society has changed dramatically, and different media consumption habits require innovative ways and new channels to approach consumers, the IFRA XMA Cross Media Awards 2008 aims to present the best examples of combining different print and digital channels that bring the advertisers’ messages across in a focussed and structured way. Newspapers and media houses of any size, which implemented a convergent media strategy on the topic cross media advertising were eligible to participate. Entries include fascinating examples around the planet of how news publishers are tackling these challenges.

MiD DAY’s Bollywood Lunch Contest is an innovative Marketing Property started by the publication nearly a year ago in its efforts to engage the YUMPI (Young Urban Mobile Professional of India) within the context his working environment. Recognizing the unique space that MiD DAY occupies as an afternooner, arriving at a time, the professional is looking to take a break from his otherwise stressful day, MiD DAY made it its mission to Make Work Fun! for this audience, encouraging them to Take a MiD DAY break.

The Bollywood Lunch Contest, translated this position into an exciting ground event where readers participate in a simple contest through which not only the winner but his entire office could win a lunch date with the stars, right in his office. Heavily promoted through ads in print, radio,mid-day.com and trade publications, and through media publicity at the event, the contest created tremendous buzz in city offices, cementing MiD DAY’s position among this target audience, building recall and loyalty. This activity which has included production houses such as Popcorn Entertainment and Sahara Filmy as sponsors has seen stars such as Aamir Khan, Rakhi Sawant, Chak De Girls, John Abraham, Boman Irani, Ajay Devgan, Ayesha Takia, Rajpal Yadav, Irfaan Khan, Emraan Hashmi, Sonal Chauhan and many others visiting corporate offices from Cadbury’s and Pantaloons to Madison, Mindshare and more.

Says Manajit Ghoshal, CEO MiD DAY Infomedia, “Bollywood Lunch Contest is a great example of all our teams, edit, sales, marketing and distribution working together to deliver a property that is unique, enjoyable and delivers great value to the participants and advertiser.”

Says Neville Bastawalla, Head Marketing MiD DAY Multimedia, “MiD DAY’s put a lot of thought and effort into engaging the coveted audience of YUMPIs and delivering effective and innovative advertising solutions that break through the clutter and get noticed. We are honoured and delighted to see our programmes being recognised on such a global scale.”

MiD DAY also recently won a Global INMA Award, in the Category of Print Advertising, Sales and Retention and was awarded the second place in two additional categories where it was nominated in the New Marketing Services and Public Relations and Community Service.

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