MiD-DAY Pune to launch on 18 August

MiD-DAY is set to launch its Pune edition on 18 August.  This is the fourth market for Mid-DAY after Delhi, Mumbai and Bangalore. The tabloid is targeted at young working professionals across Pune in line with the brand's YUMPI philosophy (Young Urban Mobile Professional of India). It is positioned as a fun break in the middle of the work day: 'Make Work Fun. Take a MiD-DAY Break'.

Neville Bastawalla,head-marketing,MiD-DAY Mulitmedia explains how the paper will be different. "The content of the paper would be focused at the corporates. The paper will be on similar lines as the Mumbai edition but it will have Pune specific 'What's On' news and local stories."

Bastawalla does not consider any other publication in the market as MiD-DAY's competitor. "None of them are our competitors as our availability is in a different time band and space. We are a newspaper for corporate executives which will be available in the middle of the day."

The newspaper is primarily subscribed to in offices by corporate executives and will also be selectively available on stands in key corporate areas and Central Pune.

Updated at 12.30 p.m.: Quotes which were earlier attributed to Mr Shishir Joshi, group editorial director, MiD-DAY have now been correctly attributed to Neville Bastawalla, head-marketing.