Daily News and Analysis (DNA) is an Indian broadsheet launched in 2005 and published in English from Mumbai, Ahmedabad, Pune, Jaipur, Bangalore and Indore in India. It is the first English broadsheet daily in India to introduce an all-colour page format. It targets a young readership and its high-profile advertising campaign goes with the tagline, “Speak up, it’s in your DNA”. This tagline preceded the birth of Daily News and Analysis in 2005 wherein Diligent Media Corporation was creating a lot of awareness in the city of Mumbai by advertising heavily on hoardings all over the city.
BLAZE TO BRILLIANCE DNA is an English broadsheet daily owned by Diligent Media Corporation, an Essel Group company. Within a short span of nine years, DNA has fast entrenched itself in the lives of the young and dynamic readers in India’s financial capital of Mumbai, in the IT Capital of Bangalore and other key cities such as Pune, Ahmedabad, Jaipur and Indore. Through news, views, analyses and interactivity, DNA provides readers with a composite unbiased picture of the city, the country and the world. Today, DNA is the second-most read English broadsheet daily in the city of Mumbai and is the preferred choice of 15.06 lakh readers in Mumbai alone.
FAITH FACTOR Having a diverse range of products and sections, DNA is for everyone in the family. With a diversified portfolio including some of the most famous titles like DNA Money, DNA After Hrs, the Sunday Mag, etc, DNA has ensured that there is something for everybody in it. DNA is also India’s first newspaper with a responsive and dynamic website (www.dnaindia. com).
ENGAGEMENT THAT ENTHRALS The advertising campaign of DNA was one of the best the city of Mumbai had ever seen. Even before the newspaper was launched, a survey was conducted amongst the people in the city wherein they were not informed that the survey was for a newspaper. Further, throughout the city, including all railways stations, there were hoardings that asked several questions to the people of the city by giving them a few options and the question ended with the tagline, ‘Speak up, it’s in your DNA’. This kind of a massive build-up generated a lot of curiosity amongst the people and when the newspaper was finally launched, it was well received by the people.
DNA came up with India’s first marathon run for women on 9th march 2014. Celebrities like Abhishek Bachchan ,RJ Malishka and Mickey Mehta were a part of this event.
INNOVEDGE The Dainik Bhaskar INK Awards 2014, organised by the Exchange4media Group, saw DNA bag three awards — Campaign of the Year-National for ‘Good is in our DNA’, Best Copywriting- Campaign for DNA ICan Women’s Half Marathon 2013 and the Best Contextual Newspaper Advertising- Regional for Adopt a Smoker. These awards prove that the newspaper has always been innovative and creative in its ideas.
BRAND PROMISE DNA was launched with the intention of providing quality news for its readers and making them think. The kind of response that it has received over the last nine years is testimony to the fact that it has been true to its brand promise.
FACTOIDS
1. It is the fi rst English broadsheet daily in India to introduce an allcolour page format.
2. It is available in 6 major cities in India including Mumbai, Pune, Ahmedabad, Bangalore, Jaipur & Indore.
3. It is partly owned by the Essel Group.
PROMISE BEACON
1. 2005: DNA was launched in the month of July
2. 2013: The year in which the revenue was Rs 148 crore, a 22 per cent increase over the previous year
3. Number 2: According to Indian Readership Survey in 2012, DNAwas the 2nd most read English broadsheet in Mumbai
4. 15.06 lakh: DNA’s readership in Mumbai
5. Number 1: It is India’s fi rst newspaper with a responsive and dynamic website
