Tabloid MiD DAY has shifted to a broadsheet avatar on 25 January, as Colors has used the newspaper to advertise its new show, 'Ring Ka King'. The creative concept for the newspaper has been created by Orchard Advertising and it revolves around the theme 'Size Does Matter'.
Commenting on the concept, Manajit Ghoshal, managing director and chief executive officer, MiD DAY Infomedia Limited said, “This broadsheet innovation employed by us is a powerful and stimulating manner of advertising. It introduces a surprise element, which helps in better absorption and recall of the communication. The broad sheet innovation issue also ensures and nice and fresh break for our readers. It has been our continuous endeavour to create path-breaking strategic solutions for each of our clients to reach their target audience. This innovation has been one more step in that direction, as it strengthens our repute to innovate and advertise in the market.”
Colors has also released an outdoor campaign that has been showcased in 70 trade markets across India. The outdoor campaign has been created by OOH specialist agency, Milestone Brandcom.
The overall theme for the television, radio and cinema campaigns is ‘Disruption’. Ads running across media will focus on wrestlers interrupting regular content to talk about 'Ring Ka King'. The channel has also partnered with Radio City to take 'Ring Ka King' on air and engage with listeners. Two special characters will be created on-air that will talk about the show. Colors has also associated with Agneepath to promote 'Ring Ka King' through cinema. Additionally, the digital campaign involves creation of special applications on social media platforms like Facebook to interact with audiences and build connect with wrestling.
Commenting about this marketing approach, Rajesh Iyer, head, marketing, Colors said, “The 'Ring Ka King' thriller campaign is the physical representation of the excitement that the show embodies. We wanted to bring the action of the ring alive throughout our communication. To bring out the adrenaline pumped exuberance of the show into our promotional activities we collaborated with our creative partners to come up with a campaign which could do full justice to the thought. All our promotions for Ring Ka King, be it the print innovation with Mid Day or disruptive campaign across outdoor, radio and TV, is high on volume and scale."
Media agency Maxus handles the media planning and buying for the show.