Adgully Exclusive | MiD DAY Entertainment's Indrajeit Borkakoty: Treading on a new terrain!

MiD DAY Infomedia launched a new division called MiD DAY Entertainment in mid September last year. With the launch of the new division, the Group made an entry into the space of entertainment marketing solutions.

Following the launch the new division was in news for its activation initiatives and for the exclusive deals it signed with well-known celebrities.

Adgully caught up with, Indrajeit Borkakoty, Business Head, MiD DAY Entertainment, to know more about the new division's plans for the year and the way forward.

Talking about the new division, Borkakoty says, "MiD DAY Entertainment is an extension of the strengths of it mother brand ' MiD DAY. The basic objective is to bring together celebrities and brands to create a more attractive proposition for the consumers. So essentially we are talking about not just celebrity endorsements and celebrity representations but we are looking at the entire spectrum of entertainment marketing like in-film placements, around film marketing activities, event shows etc."

The division recently signed a deal with celebrities like -Manoj Bajpai, Monikangana Dutta and Mukul Dev. Besides the company is also looking at dealing with celebrity management agencies and further provide consolidated solutions.

When asked what value will the new division add to the brand- MiD DAY, Borkakoty says, "This division was long due because MiD DAY has a huge clout in the Bollywood fraternity. Moreover the Group has an existing relationship with over 2500 brands across the country. So this was an obvious gap in the Group's portfolio. So we believe that by venturing into this space we are trying to complete the strong proposition of MiD DAY as a brand."

While signing off, Borkakoty excitedly adds, "We have highly ambitious plans for the year 2011." | By Prabha Hegde [prabha(at)]


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