DNA gets a makeover in Mumbai; while Delhi gets a new edition

12 Oct,2016

By A Correspondent

 

Leading English daily DNA unveiled a new brand identity in Mumbai and launched in New Delhi as well on the occasion of Dassera.

 

The 32-page edition includes four pages of DNA of Money as a separate pull-out. Apart from cutting edge reporting, DNA will 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.

 

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

 

Added Shreyasi Goenka, Content Advisor – DNA: “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 launch in New Delhi and restaging in Mumbai has been amplified with a 360-degree marketing campaign. Meanwhile, the DNA editions in Ahmedabad and Jaipur which are franchised to the Dainik Bhaskar group carry the old identity of the paper, though a large part of the content is the same as the Delhi and Mumbai editions.

 

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