Mumbai: On 1 August 2007, readers of afternoon newspaper Mid-Day were in for a surprise. For, the paper which for decades has come in a tabloid form, had turned into a broadsheet.
The change, though, was only for a day, and was initiated by Madison Media.
Madison Media, working for their client AXIS Bank, persuaded Mid-Day to adopt a broadsheet format to announce the name change of the bank (formerly called UTI Bank). The idea was to reinforce the the proposition —that everything remained the same, except for the name. The message was reinforced by the change in format of Mid-Day, where everything remained same, except for the tabloid becoming a broadsheet.
Increasingly, marketers are looking to find innovative solutions to break the clutter and make an impact on the consumers’ mind with the advertiser’s message. “This idea has had huge impact on the bank’s target audience.” says Karthik Lakshminarayan, COO, Madison Media Infinity Ltd, Mumbai.
Says Anjan Bhattacharya, vice president, AXIS Bank, “We found the idea extremely innovative and clutter-breaking apart from being in complete sync with our agenda of change.’’