Mid-Day launches an anthem for Mumbai

Titled My City, My Life, the campaign has an outlay of Rs 15-20 crore.

Mid-Day, the tabloid by Jagran Prakashan Ltd (JPL), has launched a new multi-media campaign, 'My City, My Life', starting today (March 15). The tabloid claims that it will spend Rs 15-20 crore on the campaign.

My City, My Life talks about Mumbai and is aimed as an anthem dedicated to the city. Talking to afaqs!, Manajit Ghoshal, MD and CEO, Mid-Day Infomedia, says, "We wanted to do something different from the rest and not launch yet another campaign. That's why, after three months of brainstorming, we came up with this anthem dedicated to Mumbai, the city Mid-Day belongs to. That's the reason why the campaign talks about Mumbai and not Mid-Day. The campaign has an attitude."

After shutting the Delhi and Bengaluru editions of Mid-Day, the company now plans to put all its focus on Mumbai. For this, Mid-Day Infomedia has launched two versions of My City, My Life. While one is an acoustic version, the second one is a rock version. The anthem is sung and composed by Siddharth Basrur.

The television commercials are a montage showcasing aspects synonymous with Mumbai, including the Gateway of India, Dabbawallas, Worli Sea Link, BMC, Taj Hotel, Mumbai local trains, Haji Ali and others.

The commercials will be aired across 12 television channels, including news, general entertainment, sports and music channels. Apart from the TVCs, Mid-Day has also taken up hoardings across Mumbai. It also plans to release print ads and digital campaigns for the same.

In the last one year, Mid-Day has made some subtle but prominent changes, including doing away with its positioning, 'Make Work Fun', which it had adopted in 2007. It also moved away from its young urban mobile professionals (YUMPIs) target audience to 'accomplished and responsible' youngsters in order to distance itself from the 'rebel without a cause' youngster. However, the age group of its TG remains the same (20-45 years SEC A and B).

The tabloid also did away with Mid-Day Mates, which it had been carrying for 35 years. It also changed its delivery time from afternoon to morning, marking a shift in its positioning from being an afternooner to a day-long paper. Following an internal survey, it also started delivering copies to homes.