ITV

Tag: Manajit Ghoshal

  • MiD Day launches new positioning to identify with city

    MiD Day launches new positioning to identify with city

    Mumbai: Afternoon daily tabloid, MiD DAY, has adopted a new positioning to identify strongly with the city, differentiating it from the other English dailies.

    ‘Mid Day My City…My Life!’ is a special anthem that celebrates Mumbai’s spirit and aspirations, the city where MiD Day comes out from and circulates. The new tagline symbolises how a person’s life revolves around a city and how its ups and its downs affect their lives.

    The new positioning is an extension of the core objective of MiD DAY – to deliver local city news in an interactive manner.

    The idea behind ‘My City…My Life!’ is that young working professionals today connect with the city at various touchpoints and, therefore, they take a lot from the city and simultaneously give back to the city as well. The values that define this target group are ‘breaking out’ and ‘breathing free’ and this enmeshes well with MiD DAY’s brand values.

    MiD DAY aims to extend the brand to different mediums and create new, improved and stronger touchpoints to connect with the people of the city and influence their lives. This will help MiD DAY create its own space to interact with the consumer and “make competition irrelevant”.

    MiD Day MD and CEO Manajit Ghoshal said, “MiD DAY stands up for the city and its citizens and drives the change. It has expanded its horizons to create something ‘intangible’ and helped people experience the MiD DAY brand in a variety of ways. The tagline is also an attempt to create an emotional framework while talking about our legacy in the city of Mumbai. It is a more holistic brand tagline as it will appeal equally well to the consumers, as well as the B2B fraternity.”

    MiD Day competes with Mumbai Mirror, the morning taloid from The Times of India Group. The market that way stands separated as MiD Day would basically aim at readers who are commuting back home. MiD Day shut down its morning edition in 2009. MiD Day costs Rs 3 while Mumbai Mirror is priced at Rs 2.50 or Rs 5 if bought with The Times of India (standalone price of TOI is Rs 4).

    In 2010, Jagran Prakashan Ltd acquired MiD-Day Multimedia‘s newspaper business in a share swap deal. MiD-Day shareholders were to receive two shares of Jagran for every seven held as part of the deal. The enterprise value of MiD-Day‘s print business had worked out to Rs 2 billion, including a debt of Rs 200 million.

  • Mid Day becomes broadsheet for Colors’ Ring Ka King

    Mid Day becomes broadsheet for Colors’ Ring Ka King

    MUMBAI: Colors, the Hindi general entertainment channel from the Viacom18 stable, is leaving no stone unturned to market its soon-to-be-launched sports entertainment reality show, Ring Ka King – Wrestling Ka Mahayuddh.

    The print campaign revolves around the theme ‘Size Does Matter‘ with Mid Day highlighting the “larger than life” characteristics of the wrestlers. On 25 January, readers will see the publication in a “broadsheet avatar” to bring forth the idea that the wrestlers are so large that they would not fit in the tabloid‘s normal format.

    MiD Day Infomedia MD and CEO Manajit Ghoshal 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 head – marketing Rajesh Iyer added, “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.”

    The outdoor campaign, through a mix of billboards and other mediums, aims to showcase the scale and impact of Ring Ka King in 70 trade markets. Audiences will witness billboards being stretched or ripped apart by the wrestlers so that the magnitude of the show can be highlighted, the channel said.

    The overall theme for the television, radio and cinema campaigns is ‘Disruption‘. Ads and promos running across media will focus on wrestlers interrupting regular content to talk about the show.

    Colors has 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.

    The channel is also associating 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.

    The show premieres on 28 January at 8 pm.