Seen Mallika 'Gifty' Dua and Atul 'The Unfunny Boss' Khatri in DNA's latest campaign?

By Aditi Srivastava , afaqs!, New Delhi | In Advertising | October 10, 2016
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The duo, in its own inimitable style, takes us through slice-of-life situations which tell us why reading the all new DNA is a good idea.

Newspapers are considered one of the oldest and most trusted sources of gathering information about current affairs and trivia doled out to readers each morning. But, what if the newspaper, your window to the world, dishes out un-newsworthy and irrelevant news? The answer is simple - it's time to make a change.

Centred upon a similar thought, DNA, the English broadsheet daily owned by Diligent Media Corporation, an Essel Group company, is launching an all new avatar in Delhi and Mumbai on October 11, 2016. To promote this new edition, the publication has rolled out the quirky campaign #SayNoToJunk.

The campaign is divided into two parts - outdoor ads and digital films. While the outdoor ads have been done exclusively by the creative agency Infectious, the digital films are a joint collaborative effort between Infectious, as well as its branded content company Firki, which was launched two months ago, confirms Nisha Singhania, co-founder and director, Infectious, to afaqs!

The digital leg of the campaign features popular stand-up comedians Mallika Dua as Delhi girl 'Gifty' who mocks Delhiites and Atul Khatri as the 'unfunny' boss. The latter is rather unhappy with being the only human resources (HR) manager who is all alone instead of being surrounded by people who discuss their happy and not-so-happy predicaments in the company. Can't blame their colleagues though since they are at the receiving end of the dull and boring news that the two read out and discuss which instead of uplifting their moods makes them run away from their company.

On the other hand, the copy on the outdoor ads reads 'Is Junk News Ruining Your Mind?', 'Addicted To Junk News?' and 'Still Binging On Junk News?' followed by 'Read the all new DNA starting 11th October'. Interestingly, junk news in these print ads have been cleverly equated with burgers, ice-cream, and french fries - all of which stand for junk food in popular parlance.

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