dna on do-good mode, launches brand campaign

20 Aug,2013

By A Correspondent


English daily DNA (now written in lower-case – dna) has unveiled a new brand campaign – ‘Good is in our dna’.


The attempt is to offer an all-year programme that will connect with good samaritans and provide citizens with a platform to contribute and spread the ‘good’ cheer. The campaign has been conceptualized and designed by Infectious, the ad agency set up in April this year by former Saatchi & Saatchi honchos Ramanuj Shastry and Nisha Singhania.


Sorbojeet Chatterjee

Said Sorbojeet Chatterjee, Senior Vice President – Marketing, dna: “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 kickstarted with readers being able to sign up as Ambassadors of Good and the response has been overwhelming.”


Ramanuj Shastry, Director – Infectious added: “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 on. 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.”


The campaign will see an extensive use of print (naturally!), outdoor and radio. “Unlike a typical campaign that just looks at a spike, this is a year-round plan with a lot of editorial integration and reader engagement,” said Mr Chatterjee. And will we see any activations? “There will be one tent-pole activation every month which will see readers participate for a noble cause.”


The first leg of the campaign has invited readers to sign up as “Ambassadors of Good”, and the response has been overwhelming, informed Mr Chatterjee.


dna has been on an aggressive advertising campaign ever since its relaunch in April. The first two brand campaigns were done by the publication’s creative agency Genesis which continues to be the primary creative agency. A recent campaign for the graphic novel series that has been introduced in the paper was executed by an inhouse creative team.


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One response to “dna on do-good mode, launches brand campaign”

  1. TreeLover says:

    The only good dna can do is stop printing a paper which no one reads and save trees.