MiD DAY launches its new positioning of My City¦My Life!

MiD DAY launches its new positioning ' MiD DAY My City¦My Life! which is an extension of the core objective of MiD DAY, i.e. to deliver local city news in an interactive manner. MiD DAY salutes the spirit of Mumbai with an anthem that the city can call its own. MiD DAY has been singing the Mumbai anthem everyday and this time MiD DAY decided to do so aloud along with its citizens. MiD DAY applauds the 24x7 infectious cheerfulness of Mumbai with this city anthem.

The idea behind My City¦My Life! is that young working professionals today connect with the city at various touchpoints and therefore they take a lot from the city and simultaneously give back to the city as well. The values that define this target group are Breaking Out and Breathing Free and this enmeshes very well with MiD DAY's brand values. MiD DAY has become the quintessential physical connect for the young working professionals and enlivens this city experience for them by acting as a catalyst through its media and BTL properties. MiD DAY as a media powerhouse has been successful at engaging with these social netizens through providing unique local content and has ensured that the young working professionals has access to the MiD DAY experience at anytime and any place. MiD DAY aims to extend the brand to different mediums and create new, improved and stronger touchpoints to connect with the people of the city and influence their lives. This will help MiD DAY create its own space to interact with the consumer and make competition irrelevant.

Speaking on the new positioning of MiD DAY, MD & CEO Manajit Ghoshal says, "MiD DAY stands up for the city and its citizens and drives the change. It has expanded its horizons to create something "intangible" and helped people experience the MiD DAY brand in a variety of ways.

Keeping all this in mind MiD DAY has decided to create a new brand tagline that establishes a stronger connect with the city and its readers. "My City¦My Life!" is the new tagline MiD DAY has adopted which symbolizes how a person's life revolves around a city and how its ups and its downs affect his or her life. It implies that MiD DAY will be with its consumers and its city through the ups and downs and anything important to them is important to MiD DAY. The "My" in the tagline is an attempt to personalize the connect with the readers and their lives."

He further says "The tagline is also an attempt to create an emotional framework while talking about our legacy in the city of Mumbai. It is a more holistic brand tagline as it will appeal equally well to the consumers, as well as the B2B fraternity. "