id-Day has taken the adage .All work and no play make Jack a dull boy. seriously. It is all set to create a revolution of having .Fun at work., in Delhi, Mumbai and Bangalore, targeting the young, urban, mobile professionals of India (YUMPIs, as they call it). Demographically, YUMPIs fall in the age group 20-45 years and belong to SEC A and B. Mid-Day defines the YUMPI as somebody who wants to enjoy life, be successful, works smart and not hard, and has no guilt associated with seeking pleasure.

ccording to Abhijit Pradhan, director, sales and marketing, Mid-Day Multimedia, "What we are doing now is just trying to articulate all that we have been doing over the years". This initiative is influenced by a variety of factors such as Mid-Day.s transition from being a .Mumbai brand. to a .national brand.. Mid-Day.s circulation in Mumbai is 2 lakh while in Bangalore and Delhi, it is 50,000 each.... more