Mumbaikars caught in a lip lock with Mid-Day; Pune, Delhi and Bengaluru to follow

As part of this on-ground activity, the tabloid identified chai wallas at key YUMPI locations across Mumbai and provided them with glass tumblers, branded with the Mid-Day logo

Shocked at the thought of Mumbaikars kissing a daily tabloid? As part of Mid- Day's latest on-ground initiative, the tabloid identified chai wallas at key YUMPI locations across Mumbai, and provided them with glass tumblers branded with the Mid-Day logo and the brand's message – 'Make work fun. Take a Mid Day break!' The branding has been done on the upper portion of the glass tumbler, so that every time one brings it close to the lips for sipping tea, the brand name is visible.

Sharing the thought behind the activity, Manajit Ghoshal, managing director and chief executive officer, Mid-Day Infomedia says, "It's a known fact that taking smoke and tea breaks in between work hours is a common phenomenon for many working professionals. With this activity, we wish to catch them without making a big deal about it."

Within the first two days of the launch of the initiative last week, more than 12,000 tumblers were distributed to 'cutting chai' stalls located in Nariman Point, Churchgate, Worli, Malad, Victoria Terminus, Fort, Parel, Vashi and other places. In the days to come, the activity will be rolled out in Pune, Delhi and Bengaluru too, where the tabloid is present.

The idea was conceptualised in-house by Mid-Day's marketing team. While the tumblers were manufactured and printed by tying up with local vendors, the tabloid's distribution team took the responsibility of handing out packs, containing 20-40 tumblers each, to the owners of the tea stalls. Interestingly, Mid-Day has spent not more than Rs 15 per tumbler, covering the cost of the material and printing charges as well.

Ghoshal shares that within the first two days of conducting the activity in Mumbai, many queries poured in. The tabloid has also received requests from some retail stores for the supply of the Mid-Day tumblers.

The campaign is not time-bound, as the tabloid will continue to reach more people by supplying the tumblers, on the basis of the demand and popularity.