Close on the heels of bagging the Future Capital duties, Scarecrow Communication has bagged the creative mandate for English daily DNA (Daily News & Analysis). Rediffusion Y&R was the incumbent agency.
Gautam Dalal, VP - Marketing, DNA, has confirmed the development and stated the appointment came into effect from January 15, 2011.
It may be noted that in June 2010, DNA had appointed Rediffusion Y&R as its creative partner following a multi-agency pitch. Prior to that, Contract Advertising was the creative agency on board. The ad spend on the business could not be ascertained.
Diligent Media Corporation, which owns DNA, is a joint venture between two industry majors – Dainik Bhaskar Group and Zee Group. Launched in Mumbai in July 2005, DNA has fast entrenched itself in the lives of a young and dynamic readership in India’s commercial capital Mumbai, in IT capital Bangalore, and other key cities such as Pune, Ahmedabad, Surat and Jaipur.