The print ad and the entire campaign have been conceptualised and designed by the recently launched agency, Infectious. The campaign has started with readers being able to sign up as Ambassadors of Good
BestMediaInfo Bureau | Mumbai | August 21, 2013
DNA, India’s fastest growing English daily, has unveiled a new brand campaign – ‘Good is in our DNA’. This is not merely a 360-degree campaign looking at visibility and engagement across platforms, but a 365-day programme that will connect with the good Samaritans and provide citizens with a platform to contribute and spread the ‘good’ cheer.
The entire campaign has been conceptualised and designed by the recently launched agency, Infectious.
Sorbojeet Chatterjee, Senior Vice-President – Marketing, DNA, said, “This is a start to try and put the good back in the mornings. While as a responsible newspaper we need to cover everything taking place around us, we plan to focus on the positive stories of human achievement and courage. The campaign has kick-started with readers being able to sign up as Ambassadors of Good and the response has been overwhelming.”
Ramanuj Shastry, Director, Infectious, said, “In a day and age where we are surrounded by negative stories, there is a desperate need for some good news. The people of our country need hope and something positive to start their day with. And who better than a media brand like DNA who can not only give us the good news but also mobilise the people in our country to do some good. We sincerely believe there is a lot of good in all of us, all we need is someone to help channel our energies. We at Infectious are very excited about the 'Good is in our DNA' programme and look forward to creating a lot of good.”
The Print Ad: