In the course of making more noise around its presence in Mumbai and reinforcing its intent of owning the entertainment space in news reportage, Mid-Day Multimedia has added quiz in its property 'Hit List'. With intensified marketing and prizes around this initiative, the tabloid's intent is to further encourage reader's participation.
In the Mumbai market, Mid-Day does boast of substantial equity. The tabloid's 'back of the book' sections, ranging from astrology to crosswords, have allowed it to encourage more reader interaction with the product. The introduction of 'Hit List' in the paper, which focuses on entertainment, was an attempt to be strong in entertainment reportage.
Now, in a bid to strengthen this space and bring interactivity to it, Mid-Day has brought in 'Hit List Quiz'. It has roped in actor Arshad Warsi to present the quiz. The teaser campaign featuring Warsi began almost 10 days back and yesterday, May 8, 2005 the second phase of the campaign has begun, which talks about the Quiz, which begins on May 9, 2005.
Rajesh Tahil, Group Publisher, Mid-Day Multimedia, said, "With this we are taking, entertainment a level higher. Hit List is positioned as a daily entertainment dose and the objective behind this quiz is to own this space."
Mid-Day has also brought in prizes like Plasma TV to attract the reader. "It also acts as a consumer promotion. So in effect, it offers a double benefit to us," informed Tahil.
The quiz will have six questions every day, taking a complete page. Mid-Day has tied with Café Coffee Day for ground sponsorship. Readers can drop their answers in any Café Coffee Day outlet apart from Mid-Day offices and can also reply via sms or Internet. The teaser campaign included three creatives - Khopri Ghum Jayegi, Sochte Rehe Jaoge and Hila Kar Rakh dunga. The second leg will be on for another two weeks.