Mumbai: Mid-Day, the tabloid, celebrated its 29th anniversary in Mumbai on Thursday, and just like its gossip section, film stars dominated the party. Actor Suniel Shetty said, “Surviving for 21 years is like Amitji in the industry. It is absolutely awesome.” But the success story behind Mid-Day is the result of a well thought out strategy. The tabloid’s marketing head Neville Bastawalla said, “It’s been 29 years of Mid-Day engaging the urban youth professional across India and for the last year it’s been our mission to engage them in a better way.” While the cast and crew of Mission Istanbul showed up on time, actor Vivek Oberoi made a grand entry hiding a new hair-do under his cap. Wonder what the new look Vivek and his Mission Istanbul clan had to say about the gossip section of the tabloid. “I’ve really been through the extreme. It’s this paper which wrote my first article saying Vivek towers a Rs 1-crore superstar. That’s when my career took off. And it’s this paper, which said I had a scuffle at a party,” Vivek said. “When it’s about politicians, cricketer and celebrities, it's a double-edged sword because we get hammered for the things we do not do,” Suniel added. Filmmaker Apoorva Lakhia had a slightly different view. “As long as people hear about the film and are intrigued by it, I think it’s fantastic. At this point, any publicity is good publicity,” he said.