For instance, some of these catchy headlines reflect the proactive steps taken by the government to address issues raised by the newspaper.
The campaign has broken across outdoor, print and digital media. It was launched on October 21 across Mumbai. The thought the campaign is hinged on is - apart from breaking news, the paper also offers readers with what it calls 'waking news'.
'News for the Busy Indian' is a brand statement targeted at for today's busy youth, essentially those who read the news in bits and pieces, and are always looking for news from the perspective of 'Where', 'When' and 'How it impacts them'.
For the record, DNA is owned by Diligent Media Corporation, part of Essel Group. Apart from Mumbai the paper is present in Ahmedabad, Jaipur and Indore.
Some of the 'firsts' the brand prides itself on include sections like JBM or Just Before Monday, celebrity columns, special interest pages like Zeegnition, DNA of Career, DNA of Luxury, DNA of Wealth, and many more.