‘Mid-Day’, Bangalore, to be launched mid-June

Mumbai’s popular tabloid, ‘Mid-Day’, is now ready to spread its roots to Bangalore in South India. The paper is expected to be launched in that city in mid-June 2006.

The popular supplements of the Mumbai edition such as ‘Hit List’ and ‘Your Life’ will form part of the Bangalore edition as well.

Anil Thakraney, who has worked with some of the leading advertising agencies of the country, such as O&M, JWT and Lowe, is the editor of the Bangalore edition.

When quizzed about the similarities and differences between the Mumbai and Bangalore editions, Thakraney says, “In terms of brand genetics, the tabloid will remain what it is in Mumbai – a fun and feisty, fresh-thinking brand. While the core attitude will remain the same, we will naturally make the necessary alterations to suit the needs of the local market.”

Regarding the marketing and promotion of the tabloid, it will rely largely on outdoor, radio and below the line activities.

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