DNA is completing five years on July 30, 2010. To commemorate this occasion, the English daily has launched a multi-media campaign to celebrate Mumbai’s five years of ‘Freedom of Choice’. Along with the main edition, DNA has two separate daily features – DNA Money and DNA After Hours.
Speaking to exchange4media, KU Rao, CEO, DNA, said, “DNA, as a brand, has established itself as a force to reckon with, providing value for both readers and advertisers. I hope in the next five years, the brand will emerge as a credible national newspaper and will be published from all major markets.”
DNA’s campaign, which celebrates its five years in the newspaper industry, involves setting up over 150 hoardings and advertisements on bus shelters in the city. It has also carried out print ads in the newspaper. The creative idea – ‘Freedom of Choice’ – is brought alive with over 40 pieces of creatives, which attempts to drive home the point that having choices improves lives.
From July 26-30, DNA, DNA After Hrs and DNA Money are also showcasing an editorial series to mark the completion of five years. The series in DNA includes ‘The 5 most defining sporting moments’, mapping the spiritual quotient in the city with interviews with gurus, health experts, celebrities and citizens who have a high quotient, and ‘Mumbai’s Top Influentials’. DNA Money, in this special editorial series, covers Stock Markets, Investments and Personal Finance, Economy… the macro picture, Corporate and IT. DNA After Hrs covers celebrities like Deepika Padukone, Sonam Kapoor, Dino Morea, Shruti Hasan and Ekta Kapoor, who share their views on Bollywood, Fashion & Society, Food & Wellness, Culture and TV & City Trends, respectively.
Diligent Media Corporation Ltd, which owns DNA (Daily News & Analysis), is a joint venture between two industry majors – the Dainik Bhaskar Group and Zee Group. DNA is published from Mumbai, Pune, Bangalore, Ahmedabad and Jaipur.