Afternoon newspaper Mid-Day has hit newsstands in Mumbai and Delhi markets with a ‘Meetha’ innovation on January 3, 2011. The paper features a unique communication solution for Cadbury Dairy Milk and comes wrapped in a Cadbury package, thereby resembling a mega chocolate.
Commenting on the initiative, Manajit Ghoshal, MD and CEO, Mid-Day Infomedia Ltd, said, “The focus of brand Mid-Day has always been to deliver innovations and clutter-breaking marketing solutions to clients, who are more like our partners. Mid-Day is known for doing things that have never been done before, whether through format innovations or a 3D jacket or even the ‘Meetha’ innovation that we have implemented on January 3, 2011. We are truly excited with the way 2011 has started and we will continue to deliver impact in the market throughout the year.”
Over the last couple of years, the newspaper was seen on a mission to up its engagement quotient with the young urban mobile professionals across India, and this new innovation with Cadbury is being seen in the same lines. Mid-Day is the flagship brand of Mid-Day Multimedia Ltd, a company listed on the stock exchange.