Mumbai: Afternoon daily tabloid, MiD DAY, has adopted a new positioning to identify strongly with the city, differentiating it from the other English dailies.

‘Mid Day My City…My Life!’ is a special anthem that celebrates Mumbai’s spirit and aspirations, the city where MiD Day comes out from and circulates. The new tagline symbolises how a person’s life revolves around a city and how its ups and its downs affect their lives.

The new positioning is an extension of the core objective of MiD DAY - to deliver local city news in an interactive manner.

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 well with MiD DAY’s brand values.

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".

MiD Day MD and CEO Manajit Ghoshal said, “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. 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.”

MiD Day competes with Mumbai Mirror, the morning taloid from The Times of India Group. The market that way stands separated as MiD Day would basically aim at readers who are commuting back home. MiD Day shut down its morning edition in 2009. MiD Day costs Rs 3 while Mumbai Mirror is priced at Rs 2.50 or Rs 5 if bought with The Times of India (standalone price of TOI is Rs 4).

In 2010, Jagran Prakashan Ltd acquired MiD-Day Multimedia‘s newspaper business in a share swap deal. MiD-Day shareholders were to receive two shares of Jagran for every seven held as part of the deal. The enterprise value of MiD-Day‘s print business had worked out to Rs 2 billion, including a debt of Rs 200 million.