


	WAN-IFRA XMA Cross Media Awards 2010





	Company: Mid Day Infomedia Ltd
	Project name: Box Cricket: Maximum Chill Maximum Fun





	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 YUMPI* takes in the middle of the day. Over the last couple of years, the newspaper has been on a mission to up its engagement quotient with the YUMPI. Whether it is local news, career guidance, dream homes, a look at what’s on in the city or tips on style at work, MiD DAY’s sections have it all, alongside staple news and amusers like comics and crosswords, all presented in a YUMPI friendly way to include a colour coded navigation system, lots of visuals, and an entertaining tone in reporting. The company also has an established presence in the multimedia space, with its web version, www.mid-day.com with presently over 10 million page views per month as well as MiD DAY news feeds on cell phones which have over 2 lakh subscribers across the country. These initiatives ensure that the YUMPI has access to the MiD DAY experience at anytime during the day and at anyplace as well. MiD DAY is available in Mumbai, Delhi, Bangalore and Pune 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

	A two day corporate cricket tournament played under lights with in a well defined playing area- A Box. Keeping in mind our Brand positioning which is Art of Chilling, Mid-Day’s Make Work Fun and Radio One’s Maximum Music Maximum Choice, we named the project “BOX CRICKET –Maximum Chill Maximum Fun”.

	The basic idea of your cross-media local project

	The basic idea of the project was to launch an Innovative and Impactful property for the brand to connect and engage the target audience like never before. MiD DAY’s readers are the Young Urban Mobile Professionals across the country and the objective was to create a 360 degree activation program that delivered the desired MiD DAY Brand Experience to readers, clients and agencies and generate huge, high-impact buzz for brand MiD DAY. We are relatively new in the Pune Market and our intension was to reach out to new customers through this property, which we did manage to do well. We managed to register sixteen new corporates through t his property

	Used media channels


	Newspaper		Radio

Other:

Social Networking Site - Facebook

The implementation

The marketing team was the driver of the project. “BOX CRICKET –Maximum Chill Maximum Fun” was a box cricket tournament that was played between 16 local corporates. Cricket has always been our country's tradition. Cricket Beer and Music surely was the best attraction for all the corporate to spend a perfect weekend.
While the competing teams played box cricket the other participating teams would chill at the Fosters Chill Zone, enjoying their beer, a tattoo artist sketching temporary tattoos, Foster babes cheering for the teams, Dj pumping calypso music, caricature artists. This event was not just cricket, but a cricketing extravaganza.This was a perfect activity, considering the cricket fever was just about to start with IPL 3 starting in a weeks time.

Image(s)

Teams at Play.JPG (3040 KB)

Participants having a great time.JPG (2529 KB)

Winners of the tournament.JPG (2765 KB)

Art of Chilling zone 1.JPG (3165 KB)

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

Results of the local project implementation

This property created massive brand buzz for MiD DAY and Radio One in Pune and delivered the desired results for the brands. It helped create unforgettable ‘fun’ memories for the entire target audience.
The sponsorship right was sold to Foster’s generating great net revenues for MiD DAY Pune Edition. The sponsors were extremely satisfied with the buzz that the tournament generated for their brand in the Pune Market and it also drove brand sampling at mass level for their brand