Mid day is a tabloid based in Mumbai. Due to competition from other dailies like Mumbai mirror, our objective was to give Mid day a unique personality and positioning.
Through our research, we found out that people consider tabloid a light read. It is crisp and gives a better view of the city. It has its own stand and is not to replace the newspaper. We decided to position Mid day, exclusive to Mumbai. You haven’t truly seen Mumbai if you haven’t seen it through
Mid day. We depicted these through imagery which conveyed true Mumbai vibe, a part of Mumbai which is not conveyed in other newspapers.