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DNA undergoes brand revamp as it launches in Delhi

The campaign #SayNoToJunk, aimed at acquainting readers to the ‘new DNA’ in both Delhi and Mumbai, has been conceptualised by Infectious and is all about asking readers to make the right decision

BestMediaInfo Bureau | Mumbai | October 12, 2016

DNA-SayNoToJunk Click on the Image to watch the TVC.

Being the national capital, Delhi has always been a news savvy state. But as far as newspapers go, Delhi has always been a tough market to penetrate, with many having tried and succumbed. Now DNA, the Mumbai-based English newspaper brand from Zee Group, has made its debut in Delhi this Dussehra. It also restaged the product offering and brand identity in Mumbai.

The campaign was rolled out in two phases – Announcer (with the theme Say No To Junk News) and the Revealer (focusing on the brand proposition – More You Know, More You Become). The paper also recently changed its logo as a part of the re-branding effort.

Nisha Singhania Nisha Singhania

“The whole thought behind the campaign is that with junk food we are very careful and know that we shouldn’t eat it because we know it is bad for our health but at the same time we feed our mind all kinds of junk. Honestly, the kind of rubbish that is there in newspapers today is nothing but junk. So, the campaign is a dig at that, where we are saying ‘say no to junk’ and have taken the analogy of junk food. The whole thought is that if you feed your mind good stuff then you will be an interesting person,” said Nisha Singhania, Co-founder and Director, Infectious.

Infectious is the agency behind DNA’s Delhi launch campaign. Firki Productions, recently started by Nisha Singhania, Ramanuj Shastry, Sujay Shetty, Tanya Pathak and Yateesh Srivastava, has made two films for DNA.

The first film ‘Delhi girl Gifty ki dukthi rag’ tells the story of Gifty, a girl unable to hold the attention of potential love interests on dates. It is when all her attempts at finding a suitable match ends up unsuccessful that she starts doubting herself. But her cousin sister comes to her rescue and tells her that the problem is her newspaper. In the end, we see Gifty reading DNA and a long line of men queuing up to talk to her.

The second film ‘The Unfunny Boss’ is about a boss who is not very popular with his colleagues. He tries to make friends in his office only to be shunned through the most outrageous of excuses. He finally approaches his uncle who makes him understand that he needs to change his paper. Once he starts reading DNA, everybody is seen vying for his time.

“Both videos are taking forward the idea that if you read boring stuff you are going to be a boring person and that if you read interesting stuff, you will be popular,” added Singhania.

Rohit-Gandhi-nl Rohit Gandhi

“Most modern news formats are nimble and are continuously upgrading themselves to remain relevant. It is unfortunate that newspapers choose to remain in slumber in spite 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,” said Rohit Gandhi, Editor-in-Chief of DNA.

“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,” he added.

Commenting on this new development, 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 paper that will sell at a cover price of Rs 10 in Delhi is intended as a premium product and will target the influential audience. The 32-page volume includes four pages of DNA Money as a separate pull-out. The paper will also service a long tail of interests ranging from environment to education, faith to faunatics aka animals (their rights and yours), all the way up to what’s trending socially and much more. The campaign is going to be outdoor and digital heavy with radio and other mediums acting as support mediums. Malls, airports, corporate parks, multiplexes are the places that the company is targeting to reach its audience. The teaser phase of the campaign has been running longer in the capital city as it is as yet unaware of the paper. The four-pager sampling exercise that the paper launched, which introduced the readers to the editorial team and asked them the pointed question whether the city had space for one more paper, has been a success with readers.

The TVCs:


[youtube] [/youtube]






Client: DNA

Agency: Infectious

Production house: Firki Productions

Director: Sharmistha Nag

Creative team: Ramanuj Shastry, Kahlid Khatri, Ramkrishna Raorane, Chirag Raheja

Servicing team: Amita gurumurthi, Raashi Bhalla

Business side: Nisha Singhania

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