Devina Joshi

‘DNA’ calls for creative pitch in Mumbai

McCann-Erickson, TBWA, Contract, iB&W and TBWA are learnt to be in talks for the business as is also the incumbent Rediffusion DY&R. In 2006, the daily newspaper spent around Rs 12 crore on its communication. It is learnt that a similar figure has been earmarked for 2007

Mumbai based newspaper ‘Daily News & Analysis’ (‘DNA’), has called for a creative pitch. Rediffusion DY&R was doing the advertising for ‘DNA’ so far. In fact, Rediffusion even did the extensive pre-launch work (notable amongst which was the innovative outdoor campaign) for ‘DNA’, following up on it even after the newspaper was finally launched on July 30, 2005.

It is learnt that the first round of presentations will happen on December 15, 2006. McCann-Erickson, Contract, TBWA and iB&W are in the race for the business as is the incumbent Rediffusion. In 2006 so far, ‘DNA’ has spent around Rs 12 crore on its advertising. A similar figure has been earmarked for 2007.

According to Suresh Balakrishnan, head, marketing, ‘DNA’, “It has been over 16 months since we launched the daily. So, it was but natural for us to review our advertising in order to take it to the next level now that we have established ‘DNA’ in Mumbai.”

‘DNA’ calls for creative pitch in Mumbai
However, the pitch has come as a surprise, considering the noticeable work Rediffusion has done so far for ‘DNA’. Could stagnation in the advertising be a possible reason for the pitch? “Not at all,” clarifies Balakrishnan. “We are just combing the market for an agency that can take our brand to the next stage in the lifecycle of ‘DNA’, beyond the launch phase.”

‘DNA’ plans to get even more aggressive in Mumbai. The daily claims a net paid circulation of 3.47 lakh copies in Mumbai. Its printing capacity stands at four lakh copies a day, which will be upped to 5.5 lakh in the next three months.

For the record, as per the IRS Round 2 figures, ‘DNA’ registered a readership of 4.09 lakhs as the fourth most read English daily in Mumbai. ‘The Times of India’, ‘Mumbai Mirror’ and ‘Mid-Day’ secured first, second and third positions, respectively. As reported earlier by agencyfaqs!, recently, ‘DNA’ got a new CEO, KU Rao. Rao used to be with Shell in London.

© 2006 agencyfaqs!