India’s leading afternooner MiD DAY has won the prestigious Global INMA (International Newspaper Marketing Association) Award in the Category of Print Advertising, Sales and Retention. MiD DAY has also been awarded the second place in two additional categories where it was nominated. The awards were in the categories of newspapers with a circulation of 75,000 – 3,00,000 copies. The win is particularly significant as INMA had received entries from 39 countries. Neville Bastawalla, Head, Marketing MiD DAY Multimedia received the awards on behalf of the newspaper at a glittering ceremony held at The Beverly Hills Hilton Hotel in Los Angeles, California.
Category 5: Print Advertising Sales and Retention awards marketing activities used to support the sales or retention of display advertising in the core print newspaper, for example, advertiser reward programmes, special advertiser events, etc. MiD DAY’s very successful “Media Nights at Hard Rock Café, a promotion that encouraged media networking and fraternizing won the INMA for this category. Every Wednesday, media folk are invited to get discounted drinks and starters at the popular club and enjoy an evening out. The Media Nights were inspired by MiD DAY’s mission of Making Work Fun for their YUMPI audience (Young Urban Mobile Professionals of India).
MiD DAY was also awarded second place at the INMA Awards for Category 9: New Marketing Services which recognizes campaigns that add distinctive value to advertising clients. This win was specifically for MiD DAY’s innovative Impact Covers that invited the reader to truly engage with the content of the advertisers’ message. The impact cover innovations for Saawariya the movie, that used very aesthetic gateway paper, taking the level of impact and impression to a new level, and an integrated campaign across the paper for Ford Endeavour that saw the car zooming through the back page of the paper, seeming to tear through the centrefold, and crash out of the front page were recognized here.
MiD DAY was also awarded second place at the INMA Awards for Category 10: Public Relations and Community Service, for MiD DAY’s campaign “Smoking Causes Blindness” that created awareness for a cause that is of great concern to MiD DAY’s audience of urban professionals.
Says Abhijit Pradhan, Director Sales & Marketing, MiD DAY Multimedia Limited, “The media industry in India is one of the most dynamic and exciting places to be at present, and it has some of the most creative global talent working for it. It’s great to see Indian media houses taking their place as leaders in recognized global forums such as INMA.”
“The YUMPI” is an extremely attractive but incredibly elusive audience for marketers today. MiD DAY as a brand understands this audience and reaches this audience physically in a way no other media or media brand does. The Global INMA wins for these campaigns are in recognition of the success of this effort,” he added
Over the last year, MiD DAY had undertaken several initiatives to increase engagement levels of this audience with advertising that appears on our pages. A recently conducted Nielsen Engagement Study indicates that MiD DAY engages YUMPI’s best across leading English Dailies in Mumbai, Delhi & Bangalore. MiD DAY’s circulation stands at 2,00,000 sold copies in Mumbai, 75,000 in Delhi an 60,000 in Bangalore.