


	WAN-IFRA XMA Cross Media Awards 2010





	Company: Mid Day Infomedia Ltd
	Project name: MiD DAY TROPHY





	General information about the publication

	MiD DAY is the flagship brand of MiD DAY Multimedia Ltd., a company listed on the stock exchange. India’s No.1 Afternooner and the only one of its kind, MiD DAY has been the quintessential mid-work break the Young Urban Mobile Professionals across India (YUMPI) takes in the middle of his / her day. This India’s No.1 Afternooner, 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 naming the project was fairly simple. Brand MiD DAY wanted to establish a YUMPI connect for a sporting event like horse racing which is associated with more matured spectators. Since it was a race dedicated to brand MiD DAY we named the project - MiD DAY Trophy.

	The basic idea of your cross-media local project

	The basic idea of the project was to launch a top-end premium property for the brand and connect with socialites, SEC A+ of the city and Influencers by creating a 360 degree activation programme that delivered the desired MiD DAY Brand Experience to clients and agencies and generates huge, high-impact buzz for brand MiD DAY.

	Used media channels


	Newspaper

Other:

Direct and Trade Mailers to our Clients and Ad Agencies

The implementation

MiD DAY, this year hosted, not once but twice, a very celebrated event "The MiD DAY Trophy" - a day at the races that was held at Mahalaxmi Race Course in Mumbai. MiD DAY is the only newspaper brand in the country to have an exclusive branded race at the Royal Western India Turf Club, Mumbai.
MiD DAY gets a dedicated enclosure at the race course for its esteemed guests and clientele. At this enclosure, MiD DAY sales team gets a great opportunity to play host and network with their clients in a perfect out-of-office relaxed atmosphere. They enjoy a great Sunday afternoon giving-a-hand at betting on the horses while free flowing Wines, Beers and Starters keep them company.
This year the MiD DAY Trophy also witnessed the who’s who of the city, Industrialists and extremely crème-de-la-crème YUMPIs, and hosting a day at the races gives MiD DAY the perfect opportunity to not only entertain them but also interact and engage them.
It was not the mighty horses alone that raced everyone’s heart this year! Earlier it was Bollywood heart-throb John Abraham who graced the MiD DAY Trophy and this time the Super Stars of Bollywood Akshay Kumar and his wife Twinkle presented the trophy to the winners of the race. These stars also interacted with MiD DAY guests and they certainly had a great time.

Image(s)

MiD DAY LOGO With make work fun take a mid day break withOUT mandate.jpg (93 KB)

MD Trophy - Akshay Kumar Ad.jpg (867 KB)

MD Trophy Ad.jpg (209 KB)

Event Coverage.jpg (219 KB)

Event Coverage1.jpg (213 KB)

No1- Trade Magazine -Impact Covers the event.jpg (4861 KB)

Results of the local project implementation

MiD DAY Trophy was pegged as one of the biggest events in the media fraternity for the year 2009. With over 450 guests present at the venue, it truly was the biggest advertisers gathering for brand MiD DAY. MiD DAY believes in doing things differently and the MiD DAY Trophy - a day at the races, was a testament to just that. The brand has been able to establish a YUMPI connect even for a sporting event like horse racing which is associated with more matured spectators.
A 360 degree activation programmes like the MiD DAY Trophy has helped amplify our brand message by many folds amongst clients and agencies. It not only engaged the advertisers but it also gives them the experience of brand MiD DAY first hand
MiD DAY today has been rated the No.1 brand in terms of innovations by the Pitch magazine.