Transforming a brand on a lazy Mumbai Sunday

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Almost a year after its initial implementation, this Indian weekend brand is celebrating the success of a new look and a new approach to content.

Krishna Tanna says Sunday Mid-day's multiplatform feel-good campaign is focussed on helping Mumbai to wind down.

Says the assistant manager at Mid-day Infomedia's digital division, "Weekends are precious, especially for manic Mumbai."

The weekend brand launched its new avatar last October, undergoing one of its most pivotal design and content revamps in its 38 years.

"The fresh, new approach to news and features offers readers a compelling weekend read that goes beyond the lip-service lifestyle coverage that's synonymous with most other Sunday newspapers," says Tanna in an INMA post.

Enhanced content is focussed squarely on the city, celebrating Mumbai for its strengths and reflecting on its flaws. The "perfect mix" is 70 per cent leisure features, 30 per cent news, and promises a 100 per cent Mumbai experience.

The campaign promised to deliver an exceptional Sunday experience.

Krishna Tanna says Sunday Mid-day conceived a 'Hey Mumbai, we have a Sunday for you' campaign to back the launch, the result of brainstorming between inhouse teams and Scarecrow M&C Saatchi.

"The idea took root as the team embraced the essential idea of a Sunday - the day you're allowed to do what you wish - and addresses a variety of people and their interests through its articles.

"Hence, the newspaper's campaign promises:

Hey foodie, we have a treat for you;

Hey music lover, we have a gig for you;

Hey Mumbai, we have a Sunday for you.

"Sunday is also the only day when you can afford to put your feet up and spend lazy hours reading a newspaper. Therefore, Sunday Mid-day's thrust is on leisure reading and hand-picked feature articles spanning everything from pop and sub-culture to food and drink, health, heritage revival, fashion, technology, sports, the arts, and entertainment."

Appealing to a wide range of interests, Sunday Mid-day gave ideas of how to spend the most leisurely day of the week

The brand film has received a very warm welcome, garnering a total exposure of 30.9 million views across all mediums. The 'We have a Sunday for you!' video - brought to life by a Sunday Mid-day anthem composed by Rupert Fernandes - went viral with a million digital views. More than half of the audience who watched the video interacted with it through likes, comments, and shares, giving it more than 5.5 million impressions online.

"While the campaign effectively reached 689,000 people digitally, in cinemas the numbers ran as high as 650,000, while at on-ground events the film reached close to 36,000 people," she says.

The campaign was picked up and discussed by top media publishers including Brand Equity, AFAQs, Adgully, Best Media Info, Marketing Communication News, Campaign Brief Asia and Media News4U, garnering 2.2 million+ of PR AVE exposure.

"It not only transformed audience perception of the brand Mid-day, it also reinforced the Mumbaikars' love for the city and all that it offers."

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