To celebrate its 31st anniversary, Mid-Day will release a bumper anniversary issue across Mumbai, Delhi, Pune and Bangalore on June 25, 2010. The cover jacket and the editorial page of the tabloid will be in 3D and will come along with 3D glasses. The 3D cover is sponsored by UTV Action for the movie ‘The Forbidden Kingdom’, which will air on June 27, 2010.
The anniversary issue will have six sections – ‘Movies’, ‘Sports’, ‘Food and Drinks’, ‘Fashion’, ‘Music’ and ‘Stuff’. The content will focus on things that have stood the test of time and still continue to be famous. For example, a Volkswagen Beetle or Sachin Tendulkar. The Mumbai edition will have close to 300 pages, while the number of pages in the editions for other cities will be less. The tabloid, however, has innovated by having the false cover in 3D. Along with that, the editorial page will also be in 3D.
The anniversary issue will come in a plastic bag which will be branded and it will also contain the 3D glasses. The anniversary issue will be priced at Rs 10 in Mumbai, Rs 5 in Pune and Rs 3 in Delhi and Bangalore.
Speaking on this initiative, Manajit Ghoshal, Managing Director and Chief Executive Officer, Mid-Day Infomedia, said, “This is the first time such an innovation is taking place in the Indian print media. With this, we are trying to make the newspaper more reader friendly and interactive.” It may be recalled that just a couple of months ago, Mid-Day had introduced the QR (Quick Response) code technology, which allows the reader to use their mobile phones to access rich media content.
The 3D false jacket will carry an ad for the movie ‘The Forbidden Kingdom’ which is the movie of the month for UTV Action. Having a 3D jacket is a part of a bigger marketing plan for the channel. Besides the jacket, the channel intends to have an innovative BTL campaign to promote the movie, which will be premiered in India for the first time.
Kunal Mukherjee, Associate Vice President, Marketing, UTV Action said that they don’t want to promote the movie through conventional OOH campaign but they wanted to engage the audience by experimenting with innovation. The movie is scheduled to premier on UTV Action on June 27, 2010. Besides the print innovation, the channel is also planning to have flash mobs across four cities on the day of the movie’s premier. The channel will be placing 10 men dressed in Kung Fu attire where every alternate person will be holding a placard stating the ‘tune in’ time for the movie of the month. The objective is to create a visual effect which will catch immediate attention of the passer by and people driving around the area. It is estimated that the channel will be spending around Rs 1.5 core to promote this movie.
Besides the above mentioned activities, the channel will also have innovations across trade media websites and cross promotions across the channels from UTV Network. Talking about the expectations about the numbers, Mukherjee says that he expects the movie to get a rating of 1 TVR.