Mid-Day to make work 'even more fun'

On September 1, Mid-Day will launch a new brand campaign that spans four cities. The new campaign takes the positioning, 'Make Work Fun', a step further

The afternoon daily, Mid-Day, is all set to roll out a four-city (Mumbai, Delhi, Bengaluru and Pune) campaign that targets young urban mobile professionals (YUMPIs). The month long campaign, which begins on September 1, will make use of outdoor, print, radio, online media, television, cinema, OOH and trade media.

Mid-Day executives claim to have allocated a budget of Rs 6 crore to this marketing effort.

The new campaign adds the line, 'Take a Mid-Day Break', to its existing tagline, 'Make Work Fun', a statement it had put into place last year.

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Over the last year, Mid-Day has been focusing on content that appeals to YUMPIs, including news, city events, initiatives such as What's On, Hit List, Style@Work, Zing! and Hot Property. Further, some properties such as the Bollywood Lunch Contest and the 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 workday and in their office space.

The idea is to provide that entertaining yet informative 'break'. The introduction of a revamped website and availability of content on mobiles are other ways to ensure that the brand is accessible to the target group at all times.

A television commercial will soon be released, which, incidentally, was shot in the Mid-Day office itself. The TVC shows a typical office situation, in which every employee is rushing to meet deadlines and deal with tough bosses. Sheet after sheet of paper is crushed into tiny balls and thrown into bins, as more and more work piles up for each harried individual.

Suddenly, the sound of a bell is heard and the workplace gets transformed. A guitar is brought forth, employees dance to the music, and celebration fills the air, rejuvenating everyone before they get right back to work. The ad ends with Mid-Day's logo and tagline appearing on screen.

Origin Beanstalk is Mid-Day's creative agency.

Manajit Ghoshal, chief executive officer, Mid-Day Infomedia, says, "The ability to engage professional urban audiences in a locally relevant way has always been our focus... even the way in which Mid-Day is consumed is unique. It arrives in the middle of the working day, when people want to take a break from work and unwind." This was the thought behind the 'Make Work Fun' positioning that Mid-Day adopted last year.

Ghoshal adds that the new positioning campaign, 'Make Work Fun: Take a Mid-Day Break', takes the core messaging forward and talks of the relationship of the brand with its readers.

Neville Bastawalla, head, marketing, Mid-Day Multimedia, elaborates, "We have revamped our editorial content based on research findings of YUMPI preferences. This led us to even introduce innovative distribution systems to effectively engage this very desirable audience."

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