We launched a never-done-before photo-journalism project that culminated in a 360 degree promotion activity. In Phase 1 we commissioned 10 photographers across India to capture 9am to 5pm moments of 10 top cities of the country. A 24 page special feature was created that acted as a preview to the entire project of Vodafone presents India 9 to 5. To create a direct connection with the target audience we followed with a photography exhibition across Mumbai, Delhi, Bangalore and Pune. We communicated about the exhibition through a 360 degree media plan.

In Phase 3 we launched a contest where the readers were encouraged to click and send pictures of Urban India between 9am to 5pm.

Brand MiD DAY got strongly positioned as a brand for the corporate professionals. The contest received over 7000 entries. 60 winner photographs were published with photographer credits in MiD DAY across 4 cities and 8 grand-winners walked away with branded high-end cell-phones. MiD DAY also made revenues as the activity was sponsored by Vodafone.