Mid DAY Infomedia Ltd has set up an ME (Mid DAY Entertainment) division with a core focus on effective utilisation of multiple media vehicles available, such as print, web and mobile, towards providing brands with consolidated entertainment marketing solutions. Mid DAY launched this new business division on September 14, 2010.
Sharing this information with exchange4media, Manajit Ghoshal, MD and CEO, Mid DAY Infomedia Ltd, explained, “This is a logical extension of our existing lines of businesses, as the intent is to leverage on the strong relationship that Mid DAY enjoys with celebrities and a loyal set of advertisers.”
Some of the primary business objectives of the new division include: channelising efforts towards bringing together brands and celebrities in order to strengthen the product proposition by way of endorsements; establishing a connect between brands and film production houses by way of in-film/ TV show placements in sync with the script and content genre; branded promotional tie-ups with film production houses; branded content to suit the needs of marketers, and celebrity appearances and speaking opportunities targeted at the corporate sector.
Indrajeit Borkakoty, Business Head, MiD DAY Entertainment, said, “Like all lucrative businesses, there certainly is stiff competition in this arena, but we believe we have an edge as we enjoy an early mover advantage from a media house and the organised sector perspective. We are all geared up to take the plunge.”
Meanwhile, Vikram Kari has joined as General Manager, MiD DAY Entertainment. He brings with him rich experience and an established set of relationships, which would be valuable ammunition for the business.