Mumbaikars kiss the MiD DAY brand - Literally
Media Fraternity surprised to witness over 2 lakh YUMPIs in a day doing the needful
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YUMPIs with Chai Glasses taking a MiD DAY Break
Mumbaikars taking a Chai Break with MiD DAY
-- Today morning was a great surprise for the entire media fraternity as they witnessed over 2 lakh Mumbaikars kissing the MiD DAY Logo in one day. What's more intriguing is that these Mumbaikars will continue to do the needful for MiD DAY for the rest of the year!
The act that triggered this mass kissing activity was a well-thought out marketing plan as the company distributed 12,000 cutting chai glasses all over the city at key YUMPI* locations. An activity of this nature has never-been-done before in the city at this grand scale. The glasses were distributed to cutting chai centers ranging from from Nariman Point, Churchgate, Worli to Malad and Regal, VT, Fort, Parel to Vashi covering most cutting chai-wallas who serve the Young Urban Mobile Professionals across Mumbai.
It's a known fact that taking smoke and chai-breaks during work days is a common phenomenon for many working professionals. It's a super and very cost effective brand build activity for MiD DAY. The company focuses on connecting with the Young Urban Mobile Professionals across the country and through this activity the brand was pretty successful in delivering the brand message - Make Work Fun. Take a MiD DAY Break!
Says Manajit Ghoshal, MD & CEO MiD DAY Infomedia Limited, "MiD DAY constantly looks at new / innovative avenues to communicate the brand message to the target audience. We understand that the target audience is more attentive to the brand communication when he is in a receptive frame of mind. A medium like cutting chai glasses is not only a perfect way to communicate the brand message but also engages the target audience during his break"
Adds Neville Bastawalla, Head Marketing, MiD DAY Infomedia, "MiD DAY strongly believes that innovations is the best driver to deliver brand communication. Chai breaks are a perfect medium to do the needful for our message and to our audience. We have stared this initiative in Mumbai and will replicate this in other cities shortly"
*YUMPI - Young Urban Mobile Professionals across India
Notes to Editor
About MiD DAY:
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 couple of years, 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. The Impact Covers and promotional activities like the MiD DAY Bollywood Lunch Contest, MiD DAY Happy Hours @ Work, MiD DAY Media Nights and the MiD DAY Corporate Cricket League have won top honours across International Award functions such as INMA, IFRA Cross Media Awards & Asia Multimedia Publishing Awards.
The company also has an established presence in the multimedia space, with its web version, www.mid-day.com with presently over 10 million page views per month as well as MiD DAY news feeds on cell phones which have over 2 lakh subscribers across the country. These initiatives ensure that the YUMPI has access to the MiD DAY experience at anytime during the day and at anyplace as well.
MiD DAY is available in Mumbai, Delhi, Bangalore and Pune
