DNA: For a good start

The Diligent Media-owned English daily in its latest campaign urges the common man to become a brand ambassador of good.

Diligent Media-owned English daily, DNA has launched its latest campaign, 'Good is in our DNA' with an aim to connect with its readers and find inspiring stories where they have done something good for the society. The campaign has been created by Infectious, a creative boutique that was recently launched by Ramanuj Shastry and Nisha Singhania.

The campaign invites people to register themselves with the newspaper and share their stories, which will then be published in all editions of the paper. All people who share their stories will be known as 'Ambassadors of Good'.

Speaking on the insight behind the campaign, Sorbojeet Chatterjee, senior vice-president, marketing, DNA, says, "Today the newspapers are filled with negative stories of mishaps, murders, corruption and other subjects. We wanted to highlight the good things happening in the society. It is not that we stop covering the news but we want the brighter side to also come to the front. So this campaign was necessary. This is a start to try and put the good back in the mornings."

He adds that in addition to eyeballs in the Bengaluru, Mumbai and Pune markets, the campaign also aims to differentiate the brand from the competitors.

The stories will also provide fresh content and will be carried in the reader's section of the newspaper. The campaign that began last week will run for an entire year and DNA will also carry out at least one on-ground activity every month to promote the campaign.

For this month, the newspaper will send Rakhis to the cops of Mumbai on behalf of its readers. The other activities are yet to be decided.

To be a part of the campaign, people can send an SMS to 575758 and share their story. DNA also plans to come up with a microsite for direct uploading of stories.

Apart from newspaper promotions, DNA will also use digital, OOH and radio in the next leg that begins in the coming week.