DNA has always placed a huge trust in the outdoor medium right from the paper's pre-launch stage. DNA has been promoting its various sections through the out-of-home (OOH) medium and the latest is that for its Crime Watch section. Rediffusion devised an interesting advertisement for this section in which a huge hoarding dominated with a pair of moving watchful eyes was set up in Mumbai's Juhu area.
Elaborating on the ad Rediffusion's Executive Creative Director, Ashish Khazanchi , said, "The brief that was given to us right at the start of the launch of DNA was that whatever the publication does in terms of outdoor has to attract a lot of attention. We auditioned about 15 or so faces for the ad, but just weren't satisfied. Hence, had to use a lot of technical skills in bringing out the ad quality as it stands. Sriram Mandale is the Art Director at Rediffusion who created the ad. We are proud of our creativity and we also appreciate DNA's trust in us as these kinds of ideas need a lot of money and support from the client."
Suresh Balakrishnan, Marketing Head, DNA, said, "This is very much Rediffusion's idea and we are happy with the execution. Crime Watch is one of the key sections in our newspaper and we intended to highlight it in a rather innovative way. For us, outdoor has been a prime medium from the pre-launch stage. These ideas will definitely act as a catalyst in spreading the right word about our paper."
Though Balakrishnan refused to comment on the money spent in creating and sustaining this ad for 10 days, he, however, stated that the returns had been far greater than the cost.
Such kind of innovations in the OOH space are, in fact, a positive sign of things to come and open the gates for creativity and innovativeness.