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Mid-Day to launch new campaign; targets YUMPIes across cities

06-August-2007
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Mid-Day to launch new campaign; targets YUMPIes across cities

Mid-Day will soon launch a marketing campaign based on its new theme ‘Fun at work’, across all media. The idea is to target the ‘YUMPI’, which, according to them, stands for the young urban mobile professional from India. The campaign was finalised keeping in mind several characteristics and needs of Yumpi across the five cities of Mumbai, Delhi Bangalore, Chandigarh and Hyderabad.

The creative work for the campaign has been done by New Life Experiences (NLX), a brand activation agency and a part of JWT’s international new venture. The campaign has brought in some changes in the content of the newspaper, as the tabloid will now feature a new section called ‘Fun at work’ that would be on print every Tuesday and Thursday.

The campaign will cover all media including TV, Internet, radio, cinema and out-of-home. Yahoo and Rediff are the platforms for the Internet, while NDTV 24x7, NDTV Profit, CNBC, VH1 and Ten Sports will feature the TVCs for the campaign. The tabloid is also planning to have ground events for interacting on a one-to-one basis with their target audience.

“Our campaign is nothing more than the articulation of Mid-Day’s current positioning. The idea is to have one focus point, and this for us is the young working professional, aged between 20-45, who is ambitious and at the same time, wants to enjoy his life on a daily basis,” said Abhijit Pradhan, Director - Sales and Marketing, Mid-Day Multimedia.

Commenting more on his target audience -- YUMPI -- Pradhan explained that his reader across five cities was not a conventional one, and that all he wanted was a ‘little out of a lot’. “Mid-Day fits into this character perfectly as it provides him with little of text, more of pictures and visuals -- exactly as he wants,” he said.

But Pradhan also said that his target audience faced a lot problem in terms of stress and work pressure, and that the tabloid was trying to be the fun element in their lives. Explaining Mid-Day’s campaign and its central theme, Pradhan said, “The central message of the campaign is to communicate that Mid-Day could play a part in reducing work pressures of young professionals, by bringing the fun element in their professional lives. If work is taken as pleasure, then there is no reason for anybody not to succeed, and that is our message to all YUMPIES.”

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