DNA gives Mumbaikars Freedom of Choice on 5th anniversary

As part of the campaign, 42 creatives have been put together, each driving home the point that having choices improves lives

Daily News & Analysis (DNA) is celebrating its fifth anniversary in Mumbai and to make a noise about the way it has changed the lives of Mumbaikars, the English daily has launched a mass campaign titled 'Freedom of Choice'.

Recalling the print scene in Mumbai before the launch of DNA's first edition in July 2005, Sumit Rohatgi, senior chief manager, marketing, DNA, shares how, in Mumbai, there was a monopoly of English daily The Times of India. He adds, "Readers did not have enough options in terms of what they wanted to read. Before the launch of DNA, we went to 11 lakh households in Mumbai with a common question - What do you want to read?"

"Based on the feedback gathered, the English daily was put together and that's how we came up with a newspaper for the people, by the people. The main objective behind the new campaign is to celebrate five years of independence of Mumbaikars - who have been speaking up for what they feel is right," he adds.

Interestingly, as part of the campaign, 42 creatives have been put together, each driving home the point that having choices improves lives. For instance, one of the creatives lists the options available for getting information. The copy reads: Controlled news, Paid news, Blogs. Celebrating 5 years of Mumbai's freedom of choice.

The campaign, conceptualised by DNA in association with its agency Rediffusion Y&R, started with print ads in the English daily on July 23, followed by outdoor (comprising 150 locations including bus shelters and hoardings) and radio.

'Freedom of Choice' will run till the Independence Day on August 15 as the readers will be able to identify with the idea of independence best during this time.

To top it all, DNA has started an editorial treat across the daily and the two pull-outs, DNA After Hours (an entertainment supplement) and DNA Money (a business paper), which will culminate today. The objective behind this is to cover each subject that reflects the readers' needs from a social, cultural and personal perspective. The content for each day is being communicated to the readers through SMS and radio as well.

Rohatgi shares that in the next two years, DNA plans to enter different markets across the country. "Newspaper is a local phenomena and it will continue to be like that for years to come. Our campaigns in the past have highlighted the importance of a city in a reader's life," he says.

According to the Indian Readership Survey (IRS) Q1, 2010, DNA has a total readership of 12.23 lakh, while its average readership stands at 6.1 lakh.

For the record, Diligent Media Corporation, which owns DNA, is a joint venture between two industry majors - the Dainik Bhaskar Group and the Zee Group. Besides Mumbai, DNA is present in other markets including Bengaluru, Pune, Ahmedabad, Surat and Jaipur.