In a bid to strengthen its online presence Mid-Day has yet again innovated and launched a unique opportunity for its readers and website users to own original stuff used by Bollywood celebrities in their movies. Users have to bid low and bid unique to grab the original celeb items, which are on offer as part of Mid-Day’s Celeb Memorabilia initiative on bidlu.mid-day.com. The move is aimed at driving greater traffic to the website and strengthening its partnership with Bollywood.
Speaking on the initiative, Manajit Ghoshal, MD & CEO, Mid-Day Infomedia Ltd, said, “It’s been our constant endeavour to launch new initiatives that are clutter-breaking for the brand and also work for our partners across industries. It’s a known fact that Mid-Day delivers Bollywood like no one else does. Our readers expect us to give them access to meet Bollywood stars and opportunities to own original movie memorabilia. Adding these celeb items on bidlu.mid-day.com not only promotes the movie, but also gives Mid-Day a great opportunity to divert traffic to the website.”
Earlier in February 2010, Mid-Day had introduced the QR Code technology in the newspaper that enabled users to read a story and view the supporting audio visual file on the website at the click of a button. Recently, Mid-Day won an award at a leading event for the introduction of QR Code technology in India by a newspaper.
Neville Bastawalla, Head - Marketing, Mid-Day Infomedia Ltd, said, “It’s important for a brand like Mid-Day to ideate newer mediums of promotion. Mid-Day is known for its innovations. Bollywood is a very strong partner category for us and we constantly seek to co-create unique marketing opportunities to promote both the brands.”
The company has also initiated episodes on Mid-Day’s website. Mid-Day had earlier launched ‘Bol Niti Bol’ in association with Balaji on the website, which received great response.
Mid-Day digital also has a strategic alliance with the Snaptu platform on mobile phones and claims to have an exposure to over 2 million subscribers in India. The website also has an alliance with the Newshunt application embedded in all Aircel handsets on similar lines.