Mid-Day continues to woo YUMPIs; seeks to make ‘Make Work Fun’

Continuing with its move to target the Young Urban Mobile Professionals across India (YUMPIs), Mid-Day is launching a new brand campaign on September 1 and has earmarked an ad spend of around Rs 6 crore. The month-long campaign would be supported by outdoor, print, radio, online, TV, cinema, OOH and trade media activities across four cities – Mumbai, Delhi, Bangalore and Pune.

A television commercial has already been shot in the Mid-Day Mumbai office itself.

Manajit Ghoshal, CEO, Mid-Day Infomedia, said, “The ability to engage professional urban audiences in a locally relevant way has always been Mid-Day’s USP. Even the way in which Mid-Day is consumed is unique – it arrives in the middle of the working day, when people want to take a break from work and unwind. This formed the thought behind the ‘Make Work Fun’ positioning that we adopted last year.”

“The new positioning campaign – ‘Make Work Fun. Take a Mid-Day Break’ – takes the core messaging forward and speaks of this unique relationship of Mid-Day with its readers,” Ghoshal added.

Neville Bastawalla, Head-Marketing, Mid-Day Multimedia, said, “Mid-Day engages YUMPI audiences within their office space like no other media brand does. We have revamped editorial content based on research findings of YUMPI preferences, created award winning in-office promotions, and even introduced innovative distribution systems to effectively engage this very desirable audience. The brand campaign reflects this focus and highlights the success of Mid-Day in delivering value to the reader and the advertisers.”

It may be recalled that in June 2008 Mid-Day had come out with special sections focusing on YUMPI passions to commemorate its 29th Anniversary. In June itself, the paper had introduced a new distribution system to be more easily accessible to YUMPIs by setting up vending machines in corporate offices and buildings across Mumbai, Delhi and Bangalore.

Also read:

Mid-Day celebrates 29th anniversary with special sections focusing on YUMPI passions

Mid-Day introduces vending machines to engage YUMPIs across India