


	IFRA XMA Cross Media Awards 2008 projects





	Company: Mid-Day Multimedia Ltd
	Project name: ZING! Style @work

	Topical category of the project

	C: Cross media communities for special interest groups (e.g. travel, young audience, gardening), that are a platform for new advertiser target groups

	General information about the publication

	From a family-owned, one-paper company, MiD DAY has grown into a full-fledged, multiple-media conglomerate listed on the Bombay Stock Exchange and the National Stock Exchange. It is one of the few Indian media groups to go public. MiD DAY enjoyes a special place in the hearts of Mumbaikars, since its inception 29 years ago. It has recently launched editions in Delhi, Bangalore & Pune as well. Besides being a strong Mumbai paper, MiD DAY has moulded itself to become the afternoon newspaper of choice for the young, urban, mobile, professional of India (YUMPI) during his / her typically busy day. It has a host of addictive and fun sections like What’s On, Hit List, Crosswords, Horoscope and Fun@ Work ensure the newspaper remains a welcome diversion for young professionals on the move or even a quick pick – me – up to perk up their day. Big Break, talks to the YUMPI about the latest in careers highlighting job opportunities to offering career advice. Hot Property published each Friday, helps the YUMPI plan his house hunting weekend with features on the best properties in and around town as well as information on interiors, exhibitions and more. Zing! is the latest addition to MiD DAY’s very successful efforts to connect with the YUMPI is his best guide to Style @ Work. This section features every Thursday along with the MiD DAY. Also the newly re-launched website www.mid-day.com intends to be a platform where readers can get a view of their world, find information that is relevant to them, be entertained, and also interact with other YUMPI’s as they surf.

	Project description

	To connect & engage strongly with our target audience i.e. Young Urban Mobile Professional Across India (YUMPIs) MiD DAY launched ZING on October 4th, a weekly section focusing on STYLE at WORK on Thursdays across Mumbai, Delhi and Bangalore.

	The basic idea of the project

	The readers of MiD DAY Zing! are the Young Urban Mobile Professional of India - the YUMPI, who want to climb the corporate ladder really fast; however, along with hard work, making the right impression in terms of their image, is also critical in getting promotions and in getting noticed. MiD DAY conducted a research which indicates a strong desire among young professionals, not just to be successful, but to also appear successful in peer groups and work situations. MiD DAY’s weekly style at work section Zing! aims to cover anything and everything on style that will help young executives move up the corporate ladder. Fashion blunders at the workspace can mark one for life. Not anymore. MiD DAY launches Zing, the country’s first weekly section on style at work. Every Thursday, along with MiD DAY. By Style at work - we mean the clothes you wear, the car you drive, the cell phone you flaunt, the laptop you sport, the attitude you carry – all that makes the right impression for you at work. Packed with the hottest trends on power dressing, gizmo gyan, grooming tips and expert advice from the industry hotshots. And everything and anything on style that will help executives move up the corporate ladder. Zing attracts new customers as well as retains the old ones.

	Used media channels


	Newspaper		Merchandising

	Event(s)		Online

	Radio

The implementation

Zing was launched on 4th October 2007 by Bollywood superstar Malaika Arora Khan. And promoted through a complete 360 degree launch plan. Print, Radio, POS at newspaper stalls & Online buzz on Yahoo.com and Rediff.com. and Office Activations across 100 corporates, where the Zing Style Police chose stylish people from each office. These stylish people got covered in Zing every week!
The involved teams were – Editorial (Special Features) & Marketing.
Different media channels are used to promote & advertise about Zing

Image(s)

John Abraham on the cover of Zing!.pdf (236 KB)

Impact Ad 11.jpg -Teaser (1066 KB)

Impact Ad 2.jpg - Revealer (889 KB)

0ct 3 cover inside.jpg Impact Cover (259 KB)

0ct 3 cover.jpg Impact Cover (530 KB)

a4 Inserts front.jpg (766 KB)

a4 Inserts back.jpg (1056 KB)

Project results

We got tremendous buzz across corporates.
In terms of advertisers we got high end brand to advertise in Zing like HLL’s Lakme, FCUK, Gillette Turbo Mach 3, D’damas ( Diamonds ), Apple I Pods, to name a few. These advertisers would earlier never advertise with MID DAY.
Every week the circulation is higher by 10% on Thursdays – the day Zing section appears in MiD DAY