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MUMBAI:
India's leading afternooner MiD DAY has won the prestigious Global
INMA (International Newspaper Marketing Association) Award in the
Category of Print Advertising, Sales and Retention. MiD DAY has
also been awarded the second place in two additional categories
where it was nominated. The awards were in a category for newspapers
with a circulation of 75,000 - 3,00,000 copies. The win is particularly
significant as INMA had received entries from 39 countries. Neville
Bastawalla, Head, Marketing MiD DAY Multimedia received the awards
on behalf of the newspaper at a glittering ceremony held at The
Beverly Hills Hilton Hotel in Los Angeles, California.
Category
5: Print Advertising Sales and Retention awards marketing activities
used to support the sales or retention of display advertising in
the core print newspaper, for example, advertiser reward programmes,
special advertiser events, etc. MiD DAY's very successful "Media
Nights at Hard Rock Café, a promotion that encouraged media
networking and fraternizing won the INMA for this category. Every
Wednesday, media folk are invited to get discounted drinks and starters
at the popular club and enjoy an evening out. The Media Nights were
inspired by MiD DAY's mission of Making Work Fun for their YUMPI
audience (Young Urban Mobile Professionals of India).
MiD
DAY was also awarded second place at the INMA Awards for Category
9: New Marketing Services which recognizes campaigns that add distinctive
value to advertising clients. This win was specifically for MiD
DAY's innovative Impact Covers that invited the reader to truly
engage with the content of the advertisers' message. The impact
cover innovations for Saawariya the movie, that used very aesthetic
gateway paper, taking the level of impact and impression to a new
level, and an integrated campaign across the paper for Ford Endeavour
that saw the car zooming through the back page of the paper, seeming
to tear through the centrefold, and crash out of the front page
were recognized here.
MiD
DAY was also awarded second place at the INMA Awards for Category
10: Public Relations and Community Service, for MiD DAY's campaign
"Smoking Causes Blindness" that created awareness for
a cause that is of great concern to MiD DAY's audience of urban
professionals.
Says
Abhijit Pradhan, Director Sales & Marketing, MiD DAY Multimedia
Limited, "The media industry in India is one of the most dynamic
and exciting places to be at present, and it has some of the most
creative global talent working for it. It's great to see Indian
media houses taking their place as leaders in recognized global
forums such as INMA."
"The
YUMPI* is an extremely attractive but incredibly elusive audience
for marketers today. MiD DAY as a brand understands this audience
and reaches this audience physically in a way no other media or
media brand does. The Global INMA wins for these campaigns are in
recognition of the success of this effort," he added
Over
the last year, MiD DAY had undertaken several initiatives to increase
engagement levels of this audience with advertising that appears
on our pages. A recently conducted Nielsen Engagement Study indicates
that MiD DAY engages YUMPI's best across leading English Dailies
in Mumbai, Delhi & Bangalore. MiD DAY's circulation stands at
2,00,000 sold copies in Mumbai, 75,000 in Delhi an 60,000 in Bangalore.
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