Mid-Day to promote "chottu Kurkure' went chottu himself

"We've shrunk, but our masala is still big", says the Mid-day today. Mid-day has gone chottu for today, for the promotion of chottu pack of Frito-Lay's Kurkure, worth Rs 3.

Mid-Day has been reduced to 24x15 cms (height x width) for a today as opposed to the regular 32x25 cms. Behind this creative idea is WT Delhi.

The vice-president and senior creative director, JWT India, Sonia Bhatnagar said, "We wanted to do something that's never been done before to announce the launch of the small pack of Kurkure. The innovation aims to drive home the point that though the size is smaller, the 'masala' is still the same. Also, since both Kurkure and Mid-Day are full of 'masala' (spices), it was a natural fit."

Then publisher, Mid-Day Delhi, Rajnish Rawat talked about such an innovative idea and said, "Mid-Day has always focused on providing innovative media solutions to meet the needs of the clients. For the Kurkure small pack, we not only reduced the size of our newspaper to half but also integrated a lead story and infused special distribution drive for product sampling."

In fact this is not for the first time that Mid-Day has altered its size to accommodate a brand innovation. On August 1 2007, when UTI Bank was rechristened Axis Bank, Mid-Day had turned into a broadsheet for a day to announce the name change.