Scarecrow and Sunday Mid-Day launched a campaign that offered something for every Mumbaikar. Titled ‘Hey Mumbai, We Have a Sunday for You,’ the campaign was created to reflect the many ways people in Mumbai like to spend their Sundays. It aimed to show that no matter who you were or what you enjoyed, Sunday Mid-Day had content meant just for you.
Scarecrow created a multi-media campaign that ran across print and outdoor platforms. The creatives focused on the city of Mumbai and the wide range of readers that Sunday Mid-Day reached. From food lovers and music fans to explorers, activists, fashion lovers, and bookworms, the campaign highlighted how the publication connected with different interests and lifestyles.
Before developing the campaign, Scarecrow conducted detailed research on Sunday Mid-Day readers. The research revealed a simple but powerful insight: every Mumbaikar had their own idea of a perfect Sunday. Mumbai, a fast-paced city, where people spend their entire week looking forward to that one day when they could slow down and do what they loved. Sunday Mid-Day positioned itself as the enabler that helped readers make the most of that special day.
Based on this insight, the campaign began with a series of 10 full-page print ads featuring long body copy. Each ad focused on a specific reader archetype, such as a foodie planning their next meal, a musician waiting for the next concert, or a reader looking forward to quiet time with a book. These ads captured the anticipation that built through the week and peaked on Sunday.
Scarecrow carefully chose archetypes that were different from one another but together represented the true spirit of Mumbai. Through them, the agency showcased the values and culture of Mid-Day, showing how the publication fit naturally into every Mumbaikar’s routine and expectations. The message was clear: there was a Sunday for everyone in Mid-Day.
The campaign also included a video film with a song written by the Scarecrow team. The music was composed in a relaxed country style by Rupert Fernandes and sung by Neuman Pinto. At a time when long copy was considered outdated, Scarecrow revived classic long-format writing, using strong English prose to sell newspaper content and celebrate thoughtful storytelling.