DNA looks for budding authors

By Devesh Gupta , afaqs!, New Delhi | In Advertising | October 28, 2013
The English daily is offering a unique platform for budding authors to share their story and get their book published.

Mumbai-based English daily DNA has recently launched a campaign titled 'Hunt for the Bestseller'. It invites budding authors to share their story and win a chance to have their book published.


Sorbojeet Chatterjee

Speaking about the campaign, Sorbojeet Chatterjee, SVP, marketing, DNA, says, "The core insight is that everyone has a story to tell. With success stories of bankers, advertising professionals and others turning bestsellers, most urbanites want to give writing a shot. DNA is offering the perfect platform to all budding authors."

The participants are required to submit a synopsis of their book along with three complete chapters, which will then be scrutinised by a panel of bestselling authors such as Krishna Udayasankar, Tuhin Sinha and Swati Kaushal. The winning entrant will be helped by DNA to get his/her book published under Hachette India by mid 2014.

Speaking of the interests of DNA in this initiative, Chatterjee says, "We have a strategic focus on building strong bonds with multiple communities across special interest groups. Interesting campaigns like these further cement the proposition of being a young and vibrant newspaper with thought leadership status. Besides, at a tactical level, DNA has always had a special focus on the books section with a dedicated page every Sunday."

The campaign was launched on October 20 and participants need to submit their synopsis by end November. The book will be released by mid 2014.

DNA will maximise the reach of the campaign through print, digital (, ground activation in coffee shops, offices and colleges. Its major focus will be print, digital and OOH. The entire campaign has been designed by the in-house creative cell.

The target audience for the campaign is the evolved metro urbanite and the priority markets are Mumbai, Bengaluru and Pune.

The English daily is owned by Dilligent Media Corporation, an Essel Group company. It was launched in 2005 and is now present in Mumbai, Bengaluru, Pune, Jaipur, Ahmedabad and Indore. Some of its previous campaigns include 'Good is in our DNA', daily celebrity columns and others.

Hachette India is the Indian arm of UK's general books publisher, Hachette UK. It commenced operations in 2008 and began its local publishing programme in May 2009 with Amit Varma's My Friend Sancho. Some of its other titles are Turbulence, Third Best, 24 Akbar Road, The Absent State, Red Markets and Travelling Diva. Hachette India publishes general, literary and commercial fiction, children's and reference books as well as non- fiction, covering memoirs, self help, travel, history, business, popular culture, lifestyle and sport.

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