English daily, DNA restaged the product offering and brand identity in Mumbai and also launched in New Delhi on the auspicious occasion of Dussehra.
The all new DNA promises more than just news. The 32-page volume includes four pages of DNA of Money as a separate pull-out. Apart from cutting edge reporting, DNA will service a long list of interests including environment, education, faith, what’s trending socially and much more.
Rohit Gandhi, Editor-in-Chief of DNA, said, “Most modern news formats are nimble and are continuously upgrading themselves to remain relevant. It is unfortunate that newspapers choose to remain in slumber inspite of rapid development and tectonic shifts in all spheres of life. We have built an integrated newsroom to deliver news content across multiple formats with a focus on digital platforms across web, mobile and social.”
He added, “Our news platform promises that we as your news provider will never dilute our honesty in delivering unbiased and uncompromised coverage of any story. Also, our journalists are not sold to interest groups. That’s a promise.”
Shreyasi Goenka, Content Advisor - DNA, said, “The world might be changing, but the news you get every morning is not. There is a clear opportunity to create a vibrant and premium newspaper that resonates with the ambition and the mindset of the metro-urbanite. It was about time to be a fist in the face of boredom and as one of India’s youngest newspaper brands, we readily accepted the challenge. Thus, the clutter-busting approach of adopting an interest-based segmentation as opposed to the traditional geography-based segmentation.”
The launch in New Delhi and restaging in Mumbai has been amplified with a 360-degree marketing campaign across OOH, television, digital, radio and affluent touchpoints like corporate parks, airports, premium malls and multiplexes. The campaign was rolled out in 2 phases – Announcer (with the theme Say No To Junk News) and the Revealer (focusing on the brand proposition – More You Know, More You Become).