Mid-Day to print unpublished creative work

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing
Last updated : December 30, 2008
Each winning entry will be published free of cost as a half or quarter page ad in Mid-Day before December 31


fortnight ago, Mid-Day, the afternoon daily, had launched a contest, Eager To Innovate, for creative agencies in Bengaluru, Pune, Mumbai and Delhi to enter their unpublished work. These are the cities where Mid-Day has its editions.

Neville Bastawalla, head, marketing, Mid-Day Infomedia, reveals the thought behind the contest: "Many good ads do not see the light of day for various reasons. We wanted to give a platform to creative people to showcase their talent."

"Our audience, the young, urban, mobile professionals of India (YUMPIs), forms an extremely desirable target group," he adds.

Bastawalla explains, "Mid-Day is making an effort to engage and build loyalty amongst this group through various advertising innovations, on-ground activations and in-office promotions, and to deliver real value to advertisers. Our latest campaign highlights our efforts in this regard."

The jury for the contest consists of Mid-Day's senior management personnel from the various cities. Five winners each were selected from Bengaluru, Pune and Delhi, and seven from Mumbai. Each winning entry will be published free of cost as a half or quarter page ad in Mid-Day before December 31.

According to Bastawalla, though the closing date of the contest was December 22, the response was so overwhelming that it was extended by two days. "The campaign has been well received with more than 100 entries in just 10 days. The objective of the campaign was to further establish the fact that Mid-Day is pro-innovation with creative and media agencies," he explains.

Many public service ads, such as the No Smoking and Girl Child campaigns, were among the entries received. These ads also received accolades from the jury. Some of the other ads, such as the Money Transfer campaign by Mudra Communication for Bank of Baroda, were found to be outstanding.

Among the public service ads, the literacy campaign for the Vatsalya Trust and the Girl Child campaign for Population First (UNFPA) are among the winning entries.

The other winning entries were from creative professionals from M&C Saatchi and Pencil Inc in Delhi; Mudra Joshbro Communication, RK Swamy BBDO and Fulrani Advertising in Mumbai; Meridian Communication, Sankalp Communication, O&M, Disha Communications and Contract Advertising in Bengaluru; and Crux Design in Pune.

First Published : December 30, 2008
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