Mid-Day went broadsheet on August 1, 2007 as an innovation for its client UTI Bank, which recently changed its name to Axis Bank. The innovation was the brainchild of Madison Media.
An official communiqué stated, “The agency persuaded all the players to get Mid-Day to adopt a broadsheet format just for a day to announce the name change of UTI Bank to Axis bank – everything remains the same except the name. Madison Media reinforced this proposition in Mid-Day, where everything remained the same, except for the tabloid format becoming a broadsheet format.”
“Increasingly, marketers are looking to find innovative solutions to break the clutter and make an impact on the consumers’ mind with the advertiser’s message. I am delighted that we came up with this brilliant idea, which has had huge impact on the Bank’s target audience,” said Karthik Lakshminarayan, COO, Madison Media Infinity, Mumbai.
Anjan Bhattacharya, Vice-President, Axis Bank, said, “We found the idea extremely innovative and clutter-breaking, apart from being in complete sync with our agenda of change. We are indeed delighted to see Madison Media having brought such high-impact innovation on the table.”
Abhijit Pradhan, Director - Sales and Marketing, Mid-Day, said, “Mid-Day believes passionately in innovation and going that extra mile in creating discontinuous impact in the market and the consumer’s mind. So, we did the unthinkable and went broadsheet for a day to drive home this point. We are happy that we were able to partner Axis Bank and Madison Media effectively.”
Madison Media handles a select number of large and prestigious clients, including P&G, Gillette, Coca-Cola, Godrej Consumer Products, Godrej Sara Lee, Airtel, General Motors, Blue Star, Kinetic, Playwin, TVS, Acer, Asian Paints, Marico, Tata Tea, Tata AIG, Radio Mirchi, Kotak and Cadbury. The Rs 1,300-crore Madison Media is part of Madison World, which also has specialist units in creative, outdoor, mobile, PR, rural, retail, sports and entertainment.
UTI Bank to Axis Bank: What’s in a name, everything!