MiD DAY, India’s No. 1 Afternooner launched yet another below the line brand property to establish a strong connect with the Young Working Professionals of India. The brand property is titled Kotak Mahindra Bank Salary 2 Wealth Presents MiD DAY Corporate Cricket League.
MiD DAY, continuously and consistently strives to launch engaging and entertaining brand properties that offer a 360 degree solution to clients and stay true to its cause of Make Work Fun. Take a MiD DAY break! In the past too MiD DAY has successfully launched international award winning brand properties like the MiD DAY Bollywood Lunch Contest, MiD DAY Media Nites at Hard Rock Café and MiD DAY Happy Hours @ Work.
MiD DAY today kicked off the first in a series of 31 corporate cricket matches that will take place between now and the weekend of April 5, 2009. Upping the glamour quotient and kicking off proceedings at the early morning event launch was Bollywood star Anil Kapoor whose recent role in Oscar winning movie Slumdog Millionaire has made him the toast of the nation.
MiD DAY had received an overwhelming 68 registration forms along with entry fees from companies across Mumbai, since it opened registrations a month ago of which the company has selected 32 teams on a first cum first serve basis (schedule enclosed) that encompass companies like Deloitte Touche Tohmatsu, HP, JP Morgan Chase, Essar Group, Piramal Group, Pantaloon Retail, HCC, Edelwiess L’Oreal and many more. Registration fees were set at Rs. 10,000 per team for the tournament that begins today and matches will be held every weekend for the next month at the Central Railway Grounds in Parel. The teams had to register on mid-day.com. The winning team will get Rs. 1 lakh in cash, the runners up team walks away with Rs. 50,000 in cash. Trophies, recognition via editorial coverage in MiD DAY and other prizes add to the incentives on offer for participating teams.
Says Manajit Ghoshal, CEO MiD DAY Infomedia Limited “MiD DAY has made it a mission to encourage YUMPI readers to ‘Take a MiD DAY Break, and Make Work Fun.’ Events such as the Corporate Cricket League exemplify this mission and the brand’s core values become memorable for key audiences.”
Adds Neville Bastawalla, Head Marketing, MiD DAY Infomedia “MiD DAY has been in the news all of last year for our internationally acclaimed and award winning ground events. These events have not only helped market the product, build the brand, but also turned into a profitable source of revenue for the company.”
Speaking on the occasion, KVS Manian – Group Head, Retail Liabilities & Branch Banking, Kotak Mahindra Bank adds “We are glad to associate our “Salary 2 Wealth” brand with the Mid Day Corporate Cricket League as we at Kotak Mahindra Bank believe in supporting Corporate sports as a culture. The platform for associating with 32 renowned Corporates gives us a good opportunity to build a Cricketing property of this nature for Corporates to participate in. Also, it provides a good platform for our Corporate Salary account proposition to gain visibility and salience amongst a distinguished corporate base.”