MiD DAY, Mumbai’s favourite local newspaper will transform into a broadsheet format on the day of 25th January, 2012 to enhance the impact of the launch of heavy-weight wrestlers show ‘Ring ka King’ in India.
Colors found a strategic partner in MiD DAY to assist in the launch of the show called ‘Ring ka King’, which will be launched on 28th January 2012 on Colors’ TV.
Manajit Ghoshal, MD & CEO MiD DAY Infomedia Limited says, “This broadsheet innovation employed by us is a stimulating and stylised way of advertising. It introduces a surprise element, which helps in better impact and recall of the communication. It has been our continuous endeavour to create path-breaking strategic solutions for each of our clients to reach their target audience. This innovation has been one more step in that direction, as it strengthens our repute to innovate and be a solutions provider and a brand partner to our esteemed advertisers.”
The brief shared with the MiD DAY team was to communicate the debut of this show in India in a clutter-free manner. Further ideation on the brief led to the concept of creating a larger-than-life canvas where the launch can be communicated in an impactful manner. The wrestlers are huge and it was felt that transforming into a broadsheet format would be a compelling way to communicate their arrival. The insights revealed from a study conducted on the kind of target audience led to the following copy “Itna bada hai inka akaar, ki bada karna pada yeh akhbar.Teen din pehle de rahein hai khabar, Taaki aap rahein tayyar.””, which communicates the launch in a dazzling and eye-catching manner 3 days in advance. This was to highlight the fact that a special affair calls for a broader and bigger canvass.
Commenting about this innovation, Rajesh Iyer, Head – Marketing, COLORS, said, “The Ring Ka King thriller campaign is the physical representation of the excitement that the show embodies. We wanted to bring the action of the ring alive throughout our communication. To bring out the adrenaline pumped exuberance of the show into our promotional activities we collaborated with our creative partners to come up with a campaign which could do full justice to the thought.” He added. “All our promotions for Ring Ka King, be it the print innovation with Midday or disruptive campaign across outdoor, radio and TV, is high on volume and scale.”