MiD-DAY has rolled out a Rs 6-crore integrated campaign reiterating its positioning as a fun, afternoon daily, that is consumed by young urban mobile professionals (YUMPIs) during their work hours.
"The campaign aims to position MiD-DAY as a differentiated media product that targets its audience not in the morning when there is enough media clutter but during numerous breaks professionals take during an average work day," said Manajit Ghoshal, CEO, MiD-DAY. "Unlike the morning when there is a time constraint, MiD-DAY is consumed when the audience is most receptive to its editorial content as well as its advertising."
The month-long campaign builds on MiD-DAY's earlier stance of 'Make Work Fun', and introduces the concept of 'Take a MiD-DAY break' through various media vehicles including a TV spot that has been shot in the daily's office itself by Origin Beanstalk.
The commercial opens in a typical office with people going on with their daily chores. Suddenly, at the sound of a shrill bell announcing a break, the workplace gets transformed into a break out area with an employee strumming a guitar, people dancing to the music and generally taking a break. "MiD-DAY engages with its audience in a way that rejuvenates them just as music and dancing does and that has been the creative concept of the campaign," added Ghosal.
The new campaign also announces the launch of a revamped website and the availability of the daily's content on mobiles.