dna Launches Weekly Brand Page

By Devesh Gupta , afaqs!, New Delhi | In Media Publishing
Last updated : October 08, 2014
The Maharashtra-based English daily launched a weekly page focusing on the media and advertising industry starting October 6. The daily has also carried out three innovative ad campaigns in last two months.

English daily dna has launched of a weekly window to advertising, media and marketing. The special section - 'dna of brands' - came into effect from October 6 and will be published on all Mondays thereafter.

'dna of brands' has started as a one-pager, but will expand to multiple offerings, including a significant presence in the digital media. This new page serves as a platform for industry bigwigs to share insights, learnings, forecast trends, discuss new launches and interact.

dna has appointed Pradyuman Maheshwari as the consulting editor for this special page. Says Maheshwari, "dna is the only news daily that has been covering the advertising and marketing fraternity since its launch in July 2005. There is much reader interest in these stories, and it's good to have news and views on the business of brands move to the mainstream media."

In another development, dna has managed to bag and execute three eyebrow-raising innovations that have been the talking point for its clients in less than two months. Recently, it carried out an innovation - ezycolour - for Asian Paints, where it coloured each page of its supplement 'After Hrs' differently. The colours included red, purple and green. The idea was to showcase how a little colour doesn't take away from the seriousness of a newspaper, it only adds more life to it.

According to Asian Paints, this rings true for any home, be it small, or large. With this innovation Asian Paints aimed at announcing new services where customers can seek expert guidance on usage of their favourite bright colors. Team dna worked closely with the Asian Paints brand team and their agency with an outside-in perspective and consumer insight to ideate and execute this innovation.

The publication has done innovations for Bigg Boss Season 8 and Colgate Charcoal Toothbrush previously. For Bigg Boss, dna delivered an airsickness bag along with Bigg Boss Ad to its readers, while in the Colgate ad, it painted the front page black with white fonts.

The Bigg Boss innovation was carried on September 21 while the Colgate innovation was carried on August 10.

First Published : October 08, 2014
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