


	IFRA XMA Cross Media Awards 2009





	Company: Mid-Day Multimedia Ltd
	Project name: MiD DAY Corporate Cricket League





	General information about the publication

	MiD DAY India’s No. 1 Afternooner has been connecting and Engaging with the Young Urban Mobile Professionals across India (YUMPIs ) since the last 29 years. Mid DAY has moulded itself to be the afternoon newspaper of choice for the YUMPI while the YUMPI is on the move going about their daily business. Since the last year MiD DAY had intensified its mission in engaging with YUMPIs through its positioning of Make Work Fun.

	Entry description

	The key goal of this event was to create the desired MiD DAY Brand Experience for corporates and generate high-impact buzz for brand MiD DAY. Revenue generation was also one of the objectives

	The basic idea of your cross-media design

	MiD DAY Corporate Cricket League 'MCCL' was launched creating the MiD DAY live brand experience of Making Work Fun for it’s target audience. Also a ground activation plan of Making Work Fun for corporates was needed, which would also create a high impact buzz for the brand. Bollywood is one of the two hard-core religions in India, the other being cricket. Thus having taken Bollywood into offices through our another property MiD DAY Bollywood Lunch contest we wanted to now launch a property on cricket in a format never-done-before and create a rage amongst corporates. 10 Ten Overs Cricket Tournament being launched for the First Time in India at a Mega Scale. Kotak Mahindra Bank salary2wealth were the presenting sponsors & Tata Indicom were the associate sponsor. The property was promoted through MiD DAY wherein call for entry ads were published inviting corporates to form a team and register their teams online. For the first time ever a T10 format was introduced. Each team had only 10 overs to play. This format was fast paced and made the encounters even more exciting. A total of 32 corporate teams were registered for the knockout tournament. the tournament was conducted over 5 weeks starting from the 14th of March. The key objective of the presenting sponsor was to pitch for salary accounts within various corporate organisations. This event gave them the perfect platform to get in roads to the key decision makers in various companies for salary accounts. We added a feature for the first time within the ads where we gave a strip ad to the presenting sponsor. The sponsor used these to highlight the sailent points of their salary accounts. Customised invites were created and sent to the HR & Finance heads of organisation inviting them to cheer for their teams and hand over the Man of the match trophies. This served the presenting sponsor's purpose and built a relationship for them to pitch for the salary accounts business. On the Final day Radio One radio station RJ's in the commentary box and also Radio One ws covering the Opening and closing ceremony on Radio . Also we ensured that Bollywood presence was at this event. Slum Dog Millionnaire star Anil Kapoor Launched the MCCL and the IPL Season 2 compare on Indian Television and Bollywood Actor Arbaaz Khan did the closing honours for us. Extensive PR was driven through various News channels that covered the Launch and the Closing Ceremony.

	Used media channels


	Newspaper		TV

	Event(s)		Online

	Radio

The implementation

The very first edition of the MiD DAY Corporate cricket League TEN10 was launched on the 11th of february '09
The property was promoted through radio, print & online
The Marketing, Sales & Editorial teams were involved in the creating the property. The sales & marketing teams tied up with the presenting & associate sponsors, the marketing team promoted the contest by creating the complete promotion campaigns on Radio, Print & online, & driving the event on ground & the editorial team covered the event by featuring the scores, celebrities @ the ground in the newspaper the next day.
Post event coverage happens in newspapers and national TV.

Image(s)

Mid Day CCL spot 1.mp3 (963 KB)

Mid Day CCL spot 2.mp3 (950 KB)

ad-01.jpg (289 KB)

ad-02.jpg (283 KB)

ad-03.jpg (270 KB)

ad-04.jpg (268 KB)

War Full page ad.jpg (382 KB)

MiD DAY Corporate Cricket League Ten10.pdf (28567 KB)

Links

www.mid-day.com

Results of the design & branding implementation

This property delivered the MiD DAY brand experience bang-on and created the desired brand buzz.
So much so that today many sponsor are queing up to partner us for the next edition of the MiD DAY Corporate Cricket league to partner them with this property. It has also become a revenue stream and an annual propert for MiD DAY.
Further this property has generated very high National PR for brand MiD DAY. Various channels like , Times Now, Zoom, News 24, Live India amongst others have covered this property across the various offices.
Never before had anyone created such a cricketing event for the corporates. The unique format of T10 has been the talk amongst the corporate. Moreover it also helped create unforgettable ‘fun’ memories for the entire MiD DAY target audience.
Thus overall it was a successful combo of creating the MiD DAY brand experience for corporates, driving revenues for MiD DAY in a hugely entertaining and fun format.
This event has now been classified as an annual property for MiD DAY.