MiD DAY, India’s leading afternooner, concluded a two part celebration of the first anniversary of its very successful cross promotion property Bollywood Lunch Contest. This contest was awarded the prestigious Global IFRA award last week at Amsterdam. What makes this extra special is that MiD DAY was the only newspaper in Asia to win an IFRA award.
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 day. Recognizing the unique space that MiD DAY occupies as an afternooner, MiD DAY made it its mission to Make Work Fun! for this audience, encouraging them to Take a MiD DAY break from their otherwise stressful day. The Bollywood Lunch Contest, translates this position into an exciting ground event where readers participate in a simple contest through which not only the winner but his entire office wins a lunch date with the stars, right in his office.
Says Manajit Ghoshal, CEO MiD DAY Infomedia, “Bollywood Lunch Contest is a hugely successful marketing property that engages readers, creates long term recall for MiD DAY’s position and engagement amongst our target audience for the advertiser’s message. It is an honour to be the only newspaper in Asia to win an IFRA Award, and we intend to continue developing and delivering such value adding innovations for our readers and advertisers.”
Last week, Suniel Shetty, producer of upcoming Bollywood movie EMI was guest of honour, commemorating the occasion by giving out cheques of Rs. 10,000 each to 17 contest winners in keeping with the theme of the movie. Today, Ashwin, from Adlabs, Big Cinema was declared the 18th and grand prize winner, who not only received a prize cheque, but also a visit by the gorgeous stars of the movie EMI, Arjun Rampal and Malaika Arora Khan to his office.
Coincidentally, this anniversary also marks the visit of 18 movie personalities to offices in the last year through MiD DAY’s office engagement initiatives. Since its inception MiD DAY’s Bollywood initiatives have seen 18 movie personalities such as Aamir Khan, Rakhi Sawant, Chak De Girls, John Abraham, Boman Irani, Ajay Devgan, Ayesha Takia, Rajpal Yadav, Irfaan Khan, Shahrukh Khan, Katrina Kaif, Kajol, Emraan Hashmi, Sonal Chauhan, Anurag Basu, Mahesh Bhatt, Suneil Shetty and Arjun Rampal, visiting corporate offices from Cadbury’s and Pantaloons to MiD DAY, Madison and Mindshare in the last year.
The contest with EMI has received over 10,000 entries from YUMPIs across corporate houses like Reliance, Siemens, Airtel, Vodafone, Nokia, Sony, BPL, K Rahejas, IL&FS, DBS, BSE, Bajaj Allianz, ICICI Bank, HSBC, HDFC, Kotak Mahindra, Deutsche Bank, Citibank, SBI, IDBI, Barclays, Standard Chartered, ING, ICICI Prudential, LIC, Kotak Life, HDFC Life, Tata Aig, Ernst & Young, Mahindra and Mahindra, Taj Hotel, CCD, Starcom, Intelenet, 3 Global SVS, Tata Consultancy Services, Streams BPO, WNS, Capgemini, Patni Computers, JP Morgan Chase, Sutherland, Bombay Dyeing, Eureka Forbes , BPCL, Nivea, Future Group, Blue dart, Spykar Jeans, Travelguru.com, Adlabs, and PVR.
MiD DAY is the flagship brand of MiD DAY Multimedia Ltd., a company listed on the stock exchange. India’s No.1 afternooner and the only one of its kind, MiD DAY has been the quintessential mid-work break the YUMPI* takes in the middle of the day.
Over the last year, the newspaper has been on a mission to up its engagement quotient with the YUMPI. Whether it is local news, career guidance, dream homes, a look at what’s on in the city or tips on style at work, MiD DAY’s sections have it all, alongside staple news and amusers like comics and crosswords, all presented in a YUMPI friendly way to include a colour coded navigation system, lots of visuals, and an entertaining tone in reporting. To add to the dynamic product delivery through content, MiD DAY has also been creating a unique experience for its readers and clients through globally awarded marketing initiatives such as Impact Covers and promotional activities like Media Nights.