India’s leading afternooner, MiD DAY, has announced the launch of a new brand campaign targeting Young Urban Mobile Professionals across India (YUMPI). The television commercial was shot in the MiD DAY office itself, and the 360 degree campaign starting September 1, 2008 will run on outdoors, print, radio, online, TV, cinema, OOH and trade media for a month across 4 cities and MiD DAY expects to spend around Rs. 6 crores on this effort.
The new positioning adds the line “Take a MiD DAY Break” to its already articulated mission of “Make Work Fun” for its target audience of urban professionals in Mumbai, Delhi, Bangalore and Pune. In addition, MiD DAY’s editorial content, with its strong focus on locally relevant information, be it news, city events or What’s On, Hit List in addition to its specifically YUMPI content Zing! and Hot Property aim to ensure a level of unparalleled reader engagement.
MiD DAY’s unique marketing properties such as Bollywood Lunch Contest, Movie with the Stars Contest, and initiatives such as placing vending machines and distribution outlets within offices, also centre on directly engaging YUMPIs within their ordinary working day and in their office space, and providing that entertaining yet informative “break” like no other media brand does. In addition, the introduction of a brand new website, and availability of content on mobiles, also extends the brand’s ability to be present at all times of the day at the YUMPI’s fingertips.
Says Manajit Ghoshal, CEO MiD DAY Infomedia, “The ability to engage professional urban audiences in a locally relevant way has always been MiD DAY’s USP. Even the way in which MiD DAY is consumed is unique i.e. it arrives in the middle of the working day, when people want to take a break from work and unwind, and was the thought behind the ‘Make Work Fun’ positioning we adopted last year.”
“The new positioning campaign ‘Make Work Fun. Take a MiD DAY Break’, takes the core messaging forward and speaks to this unique relationship of MiD DAY with its readers,” he adds.
Adds Neville Bastawalla, Head Marketing, MiD DAY Multimedia, “MiD DAY engages YUMPI audiences within their office space like no other media brand does. We’ve revamped editorial content based on research findings of YUMPI preferences, created award winning in-office promotions, and even introduced innovative distribution systems to effectively engage this very desirable audience. The brand campaign reflects this focus and highlights the success of MiD DAY in delivering value to the reader and the advertisers.”
MiD DAY is the flagship brand of MiD DAY Multimedia Ltd., a company listed on the stock exchange. India’s No.1 afternooner, MiD DAY has been the quintessential mid-work break the YUMPI* takes in the middle of the day.
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 have been successfully communicating the brand philosophy while upping its readers’ engagement with MiD DAY and unique platforms of delivery for its clients.