MiD DAY on Thursday celebrated the first anniversary of its very successful cross promotion property Bollywood Lunch Contest. 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. In addition, an 18th contest winner is the grand prize winner. He will not only receive a prize cheque, but also a visit by the stars of the movie EMI to his office next week. Coincidentally, this anniversary also marks the visit of 18 movie personalities to offices in the last year through MiD DAY’s office engagement initiatives.
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, 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, 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.
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.
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.”