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Mid-Day undertakes monsoon marketing initiative

27-June-2005
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Mid-Day undertakes monsoon marketing initiative

Mid-Day Multimedia is encashing on the monsoon to create more visibility around the brand. The tabloid is in the process of giving plastic covers for meters to taxi and rickshaw drivers. The target is a total of 20,000 vehicles in Mumbai in this week.

“We have already started distributing these meter covers and by tomorrow, you will see most of the city with these meter covers,” said Mid-Day Multimedia’s T Anthony. These covers will carry Mid-Day’s logo and the tagline ‘Mumbai on the Move’.

“It is a perfect fit. Taxis and Rickshaws carry the city around and the tagline, ‘Mumbai on the Move’ becomes more meaningful,” said Anthony.

The objective is to increase presence and visibility in the city. A public vehicle, used for innovations like these isn’t a rare occurrence. However, largely advertisers brand the vehicle itself. In cases of rickshaws, banners behind the vehicle and in cases signs on top are also seen. But using meter covers would be a first.

“It hasn’t been tried before and every passenger looks at the meter while paying – this is a very simple and effective exercise,” said Anthony.

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