


	WAN-IFRA XMA Cross Media Awards 2010





	Company: Mid Day Infomedia Ltd
	Project name: Gujarati MiD DAY Cup - TEN10 Cricket Tournament





	General information about the publication

	Gujarati MiD DAY (GMD) is the fastest growing brand of MiD DAY Multimedia Ltd., a company listed on the stock exchange. Gujarati MiD DAY is one of its kind and has been the quintessential read for the Gujarati community in the middle of the day. GMD was launched in the year 1995 and today stands as a leading Gujarati newspaper in Mumbai. It has been connecting with and engaging the most affluent Gujarati and Marwari communities of Mumbai. It has over 4 lac readership and is the most expensive Gujarati newspaper available in the city GMD, is not as deep pocketed to compete and play the number game with the stalwarts of the industry. The need of the hour for the brand thus was to carve a niche for itself to sustain in the industry.

	Entry description

	The process of the naming the project was based on the nature of the project and the brand that was organising it. The project was a cricket tournament of Ten10 Overs and as we wanted to keep it simple for all to understand we named the project as Gujarati MiD DAY Cup - TEN10 Cricket Tournament

	The basic idea of your cross-media local project

	The basic idea of the project was to launch a community build program to make in-roads with the Gujarati Community. Gujarati community has over 75 sub-communities and the idea was to get the entire community under one roof, engage, entertain and connect with them like no-one else has

	Used media channels


	Newspaper		Online

	Radio

Other:

Outdoor

The implementation

When it comes to sports, Cricket leads the way in India, the national game Hockey lags miles behind. The passion among the people for the game is evident in the matches that are hosted in India. The fan base transcends all the cultural and religious barriers of the country. Indian Premier League – A T20 Cricket tournament involving International and Indian Players owned and managed by Celebrities and Honchos of India is the most popular cricketing tournament not just in India but across the world. Matches are hosted and played between cities of India everyday for a 60 day period. The buzz that the tournament generates is unmatched and un-heard of.
This year Gujarati MiD DAY organised a unique 21-day Cricket Carnival connecting Gujarati & Marwari communities of Mumbai in a never-done-before TEN10-overs game format. The Editorial team was the driver of the project.
The tournament invited all the sub-communities to participate as individual teams. 32 sub-communities registered as teams and played a knock-out tournament.
The tournament was promoted through Print (GMD + MiD DAY), Radio, Online and Outdoor.
The GMD Cup was launched by a top-notch Bollywood Actor and Singer – Himesh Reshamiya, a Gujarati himself. He even wrote and sang the theme song for the tournament without charging a penny to GMD as a mark of respect to the brand. This GMD Cricket theme song was played everyday on radio one over and above the promo spots. It acted as direct promotion for the GMD tournament

Image(s)

GMD Front Page Coverage of the Tournament.jpg (41 KB)

GMD Centre Spread Coverage of the Tournament.jpg (292 KB)

GMD Sports Page 1 Coverage of the Tournament.jpg (53 KB)

GMD Sports Page 2 Coverage of the Tournament.jpg (63 KB)

GMD Sports Page Coverage of the Tournament.jpg (60 KB)

GMD Logo.jpg (16 KB)

Results of the local project implementation

Gujarati sub-communities often play ad-hoc cricket matches amongst themselves but GMD has been extremely successful to bring all of them under one roof. Over 1 lakh readers visit the tournament to witness the matches over 21 day period. Every year over 50 teams register to play in the tournament.
The sponsors were extremely satisfied with the buzz that the tournament generated for their brand. The success of GMD Cricket Tournament can be judged by the fact that Presenting Sponsors have been signed for the next 2 years with a guaranteed 20% hike in revenues from them each year. Because of the community build program, GMD has been able to increase the price of the newspaper without a dip in the circulation
Today GMD is the most popular Gujarati Newspaper amongst its community
Thus overall it was a successful combo of providing perfect opportunity for sponsors, creating the Gujarati MiD DAY brand experience for target audience and driving revenues for Gujarati MiD DAY in a hugely entertaining and fun format.