An ode to Mumbai in new Mid Day campaign

A new campaign for Mid Day has been created to connect to the residents of Mumbai. Explaining the communication task for the campaign, Manajit Ghoshal, managing director and cheif executive officer, Mid Day, said, "The communication task for the campaign was to connote that Mid Day is Mumbai. We decided to refrain from promoting our three decades of legacy in this city as compared to other newly launched media brands who are pseudo Mumbaiites. We decided that Mid Day's passion and love for Mumbai city should come out not in the form of rhetorics or brand messages but as an ode to this wonderful city. So we decided to launch the 'Mumbai Anthem' - a tribute to Mumbai city from Mid Day. The 'My City...My Life!' tagline, which is taken from the lyrics of the song, reflects the strong individuality and attitude of the Mumbaiite as well as his interconnectivity to the city."

The TVC shows young men and women experiencing some facets of life in Mumbai - participating in a protest march, celebrating after a cricket match and so on, set to the MId Day Mumbai Anthem. 

Shom Mazumdar, director and co-founder, Origin Beanstalk Creative Consultants, said, "Why talk about Brand Mid Day when we have the legacy, the prowess and the acumen to talk about Brand Mumbai? We went a step ahead. Instead of talking about the Brand Mumbai, we gave it a tune. This simple out-of-the-box set off a chain reaction of ideas and inspired us to create something that is normally reserved for countries and sports leagues. An anthem. We believed it was time for the city to get an anthem that celebrates its innumerable colours and emotions, the highs and the lows, the dreams and the aspirations."

On the media plan for the new campaign, Ghoshal said, "The media plan is quite extensive. We are live on 10 national television channels spanning genres from news to music to business. We have hoardings throughout Mumbai. We are present on three FM radio channels in Mumbai. We have a pulsating presence on social media networks like Facebook, Twitter and Youtube. We have print campaigns in four daily newspapers and three national magazines. We have OOH media across the city. We have taken bus back panels and bus shelters. Apart from this we have novel channels of promotion like two trains have been branded with the campaign pictures, the Mumbai anthem is being played in water parks and Malls across the city , we have tied up with Vodafone and have activated the facility of having the Mumbai anthem as your ring tone by SMS-ing a code to them."

On the growth target for 2012, he said, "We will be growing all our brands very aggressively in Mumbai. Edit, distribution and marketing have to work hand in hand to deliver our growth. We have launched a major campaign with our Mumbai anthem. We will follow this up with several other city themed campaigns and on ground events."

View the print ads (click images to enlarge)

      

Credits:

Client: Mid Day
Managing director and chief executive officer: Manajit Ghoshal
Marketing: Abhishek Shetty, Prerna Gupta
Creative agency - Origin Beanstalk Creative Consultants
Business Head and co-founder: Shom Mazumdar
Creative director: Mustafa Kapasi
Account director: Sarim Ahmed
Art director: Kisan Solanki
Production house: Nomad Films
Director: Prayrit Seth
Producers: Moortuza Bosardi, Sejal Deshpande
Music: Ashley & Eddy, Sounds Good Studio
Singer: Siddharth Basrur