Mid Day concluded week long celebrations of its last birthday as a twenty-something, with an anniversary bash at Blue Sea. The party attended by leading media agencies, advertisers, society glitterati and Bollywood personalities celebrated Mid Day’s mission of Making Work Fun, and its years of engaging young urban professionals in the country. Adding star power to the evening were Vivek Oberoi, Sunil Shetty, Shreya Saran, Shweta Bhardwaj, Apoorva Lakhia, and Vidya Balan.
“With Yumpi increasingly deprived of time and bombarded with multiple messages and media, advertising messages are more likely to be ‘ships in the darkness’ versus ‘an apple of the eye’. Mid Day’s objective is to engage the Yumpi through their drivers and create value for our readers and advertisers in the process ,” Says Abhijit Pradhan, Director Sales and Marketing, Mid Day.
Over the week Mid Day offered its Yumpi readers a fully loaded 24 page section that accompanied the newspaper each day over the working week across Mumbai, Bangalore, Pune and Delhi. Titled Cash, Go, Stuff, Me and Play, each day’s section dealt in depth with a particular theme that is a passion area of the busy urban professional. Loaded with great content, offers, prizes and deals, the sections received an excellent response from readers. In addition, a contest on its website, amplified this theme, and with prizes that included a laptop to be won everyday, Canon digital cameras, Nokia N73 Phones and Ipod Nanos, reader participation soared.
Said Sunil Shetty, “Its nice to see that Mid Day’s defined strategy is reaping results and leading to positive growth in a time that’s difficult for most newspapers.”
Vivek Oberoi reminisced that he had a special place in his heart for the newspaper because it was the first paper that had featured him in the news with a front page piece titled “Oberoi Towers.”
Shriya Saran spoke about how she really looked forward to receiving the paper each afternoon to get her dose of entertainment and news, while Director Apoorva Lakhia spoke in jest about how he hoped that Sarita Tanwar, Editor of Hitlist, Mid Day, would now only write good things about Mission Istanbul for the next week.
Earlier this week, Khalid Ansari played host to the society’s who’s-who at an anniversary do, which was marked by its leisurely ambience and warm camaraderie. Seen at the party were Subhash Chandra Goel, Julio Riberiro, Nana Chudasama, Shaina NC, Parvina and Jamal Mecklai, Vijay Kalantri, Kamal Morarka, Piyush Pandey, Ratnakar Shetty, IM Kadri, Michael Ferriera, Louis Banks, Zeba and Rajesh Kohli, Ronnie Mendonca, Anahita-Shroff Adajania, Rahul Bose, Priya Dutt and Owen RonCon, Atul Kasbekar, Praful Patel, Alyque Padamsee, Smita and Mohan Jaykar, Ayaz Memon, Farzana Contractor, Nandini Sardesai, Dilip De, Nina Manuel, Milind Deora, Ananya Dutt, Bharat Dabholkar and Rageshwari Loomba.
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 . Based on findings from a research it commissioned to better understand Yumpi motivators and media habits, the product has undergone a metamorphosis to play a more vital role in Yumpi life. 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. Its other unique in-office engagement programs such as the ‘Bollywood Lunch Contest’ and ‘Movie with the Stars’ have been successfully communicating the brand philosophy while upping its readers’ engagement with Mid Day and unique platforms of delivery for its clients.