The Daily News and Analysis (DNA) is all set to hit the market on July 30, 2005. The English daily from the Bhaskar-Zee combine is currently in the midst of various tie-ups to ensure maximum noise around the launch. DNA’s Marketing Head, Suresh Balakrishnan, claimed that over three lakh subscriptions are in place and the new communication will highlight this, in addition to reader profiling.
DNA has launched its next phase of advertising today. A set of six creatives are in place, and they will take as many as 150 hoardings in Mumbai. The communication message, as Balakrishnan put it, has moved to its logical next step. “We are profiling our readers,” Balakrishnan said. “The messages in the hoardings include subscriber’s names and occupations, which give an indication of the kind of people who have done our bookings. We have also added the subscriber number and the launch date – July 30, 2005 -- in the hoardings.”
The new creatives will continue until the launch of the paper. DNA has also created a TVC with the tagline, ‘DNA makes all the difference’, which too will be on-air soon. “We are choosy about the channels on which we will air the TVC, as this is an English paper and we need to connect with that audience. So you will see the ads on niche channels like news and English entertainment channels,” Balakrishnan disclosed.
The paper will get some extra publicity, courtesy its tie-up with the forthcoming movie, ‘Mangal Pandey’. The movie’s outdoor communication in Mumbai carry the tagline, ‘Courage was in his DNA’. “Considering that entertainment is an important part of Mumbai, tie-ups like these are significant but it is important that they are done well and give us a fair share of visibility as well,” Balakrishnan remarked.
Another activity that DNA has undertaken is the auctioning of its front page. The auction would be done on exchange4media.com. The proceeds of the auction would go to the social cause ‘Keep Mumbai Clean’. “We have shot a film, with Balki (R Balakrishnan of Lowe), Elsie (Elsie Nanji of Ambience Publicis) and Chaks (K S Chakrabarty of Rediffusion DY&R) sweeping a road, which is again an effective piece of communication,” Balakrishnan explained.
As is known, DNA has already ensured a six-city presence (Mumbai, Delhi, Chennai, Bangalore, Hyderabad and Kolkata), prior to the launch. The Kolkata office has just seen the addition of Parthasarathi Sen as Deputy General Manager, Shilabhada Sen and Jatin Dani as Deputy Chief Managers, Niranjan Bhattacharjee as Manager and Dipti Sahni as Assistant Manager. With the exception of Bhattacharjee, who is ex-HT, the other officials were formerly working with The Times of India, Kolkata.
“We have also finalised on a Chennai head in Rebecca Pothan who has joined as Chief Manager,” said Balakrishnan. Pothan was with Times/BBC venture, Worldwide Media, prior to this.
Throwing some more light on the structure, he said that Prathap Ravindranath from Bangalore would be the overall head for marketing and sales for the South market. In addition to Pothan, Arun Sequeira from Bangalore office and Satish Mukundan from Hyderabad will report into him. “We are still looking for a North head,” Balakrishnan said.
Commenting on the importance of the six-city presence, Balakrishnan observed, “We need strong service levels for all these centres, as they would prove to be high revenue generating centres.”
Even as DNA officials are not ready to divulge any details on the editorial of the paper, they do inform that it will be of at least 40 pages, with supplements from day one.