DNA News: New Format

The paper has repositioned itself as 'News for the Busy Indian' and launched a campaign around it.

The Maharashtra based English daily has launched a brand campaign to highlight its new positioning, 'News for the Busy Indian'. It is targeting young readers with this campaign. The idea here is that the youth today is extremely busy and reads the news in bits and pieces, always looking for news from the perspective of 'Where', 'When' and How it impacts them?'.

The new format is on how a young reader reacts to the 'Breaking News'. Taking a cue from this insight, DNA is now focussing on coming out with the news in the Q&A format where these readers could find themselves the relevant information which they want for themselves.

It enables the reader to choose the information he/she wants to seek from the news. The news is decoded to disseminate the information in a simple and crisp manner yet provide vital and relevant news essential to their busy life.

The English daily launched a campaign starting August 18 with its crisp messaging across various mediums. DNA released a full blown campaign including the outdoor, digital and print format. Some of the creatives for the campaign says 'Not Noisy, Razor Sharp', 'On the Point, To the Point', 'Breaking News. Broken Down'.

The English daily underwent a complete revamp last year and re-launched itself. Over the past year, it has introduced many firsts to its readers trying to cater to the emerging reader requirements. Some of these are Graphic Novel, JBM - Just Before Monday, Celebrity Columnists, Special Interest Pages like Zeegnition, dna of Career, dna of Luxury, dna of Wealth, and many more.

DNA is owned by Diligent Media Corporation, part of Essel Group. Apart from Mumbai and Pune, the paper is present in Ahmedabad, Jaipur and Indore.