afaqs! news bureau

Sunday Mid-Day launches two mastheads for Bigg Boss 5

In sync with the 'Double Vaat' positioning of the show, the tabloid had two mastheads -- on the front page and the back page -- in its Sunday edition.

On October 2, the Sunday edition of Mid-Day, the Mumbai-based afternooner, carried two mastheads in the front and the back pages -- each delivering the Colors's show Vodafone Bigg Boss 5's theme of 'Double Vaat'. The reality show kickstarted on the GEC on the same day.

Sunday Mid-Day launches two mastheads for Bigg Boss 5
Sunday Mid-Day launches two mastheads for Bigg Boss 5
This was done with the objective to make its readers experience the theme of Bigg Boss 5, which is being hosted by Bollywood actors Salman Khan and Sanjay Dutt. Mid-Day designed the masthead and impact jacket for Colors on the front page and on the back page of the Sunday edition. It was carried out in such a fashion that a reader was able to read the daily in the usual manner, as well as in an upside-down manner (the back page), creating confusion, and thus, giving them the experience of 'Double Vaat'.

Manajit Ghoshal, managing director and chief executive officer, Mid-Day Infomedia, says, "Innovations like these help us send clutter-free messages to our readers, and adds great value to the proposition that the advertiser wants to communicate."

He further added, "Such innovations help us deliver messages effectively, and it builds a better connect with our readers which goes a long way in delivering the right message in the right manner."

Speaking about the association with Mid-Day, Rajesh Iyer, director, marketing, Colors, says, "With the theme being Double Vaat, this innovative association with Mid-Day will be really fruitful for us. Providing readers with the newspaper in reversible format is bound to create curiosity among them. This is guaranteed to create a long-lasting impact that will hold their minds and entice them to watch the launch episode of the show."

For the record, Mid-Day is a part of Jagran Prakashan (JPL), a media group, with interests spanning across print, OOH, activations, mobile, and online space. Mid-Day is targeted at the uber-social generation. The tabloid also has a presence in the multimedia space with its web version,, and claims to have over 23 million page views per month.

Mid-Day is available in Mumbai, Delhi, Bengaluru and Pune.