Pune, Jaipur and now Bangalore, to be followed by Chennai and Hyderabad – DNA is on an expansion spree. The English daily has already broken the campaign, ‘I believe in Bangalore’, and the target launch date is end-2008. The cover price of the Bangalore edition would be Rs 2. DNA officials informed that Rs 10-12 crore had been set aside for the marketing the daily.
Contract Advertising is the creative agency for DNA that has worked on the on-going Bangalore campaign under the leadership of Manish Bhatt and Raghu Bhat. Arunuva Sengupta, VP, Account Management, is heading the account.
Industry sources have been vocal on the investments that DNA would be making for the Bangalore edition. A popularly touted figure after DNA celebrated its third anniversary in Mumbai was Rs 100 crore for Bangalore operations alone. The ad spends for this market signal that DNA is looking at an aggressive marketing plan and DNA officials informed that a 360-degree marketing plan had been planned.
An official communiqué stated, “The campaign that was launched on July 11, 2008, would play out in a number of stages and will see a number of high decibel activities undertaken throughout the city in addition to the advertising campaign.”
DNA is clear that it is the youth factor of Bangalore that would click for the publication. KU Rao, CEO, DNA, explained, “Bangalore is a very young city, and a large part of its population is represented by students and young professionals. DNA itself is a young newspaper that represents the voice of the youth, and, therefore, we believe this is the natural choice for us to launch into a new market.”
Vinay Kamat, Editor of DNA Bangalore, said, “Bangalore is a city of global citizens, always in search of world-class brands. Our endeavour is to provide them with global news with local relevance and local news with global insights.”
Since its inception in 2005, DNA has expanded to five editions across India, including Mumbai, Ahmedabad, Surat, Pune and Jaipur – the latter two in this year.