Devina Joshi

Contract to handle creative duties for ‘DNA’

The size of the business is around Rs 12 crore

The creative duties for the Mumbai-based newspaper, ‘Daily News & Analysis’, have gone to Contract, Mumbai, following a multi-agency pitch. The size of the business is around Rs 12 crore. Contract’s gain is the loss of Rediffusion DY&R, which, as the incumbent agency, has been responsible for ‘DNA’ since before its launch in July 2005. Amongst its work was the outdoor teaser campaign, which generated high expectations before the daily’s launch.

Contract swept away the business in a pitch that included TBWA, Euro RSCG and iB&W. In the last round of presentations, the main competition was between TBWA and Contract.

Contract to handle creative duties for ‘DNA’
According to Suresh Balakrishnan, head, marketing, ‘DNA’, “The awareness and excitement around the daily has already happened. Now, it is time for ‘DNA’ to move into its second phase – that of becoming the reader’s most preferred morning daily.” As there is a clear shift in objective (making ‘DNA’ the first pick-up brand), there will naturally be a shift in strategy as well.

Contract will handle both the above-the-line and below-the-line activities, and will be chiefly responsible for taking ‘DNA’ into its second phase of brand building. The BTL part will be taken care of by iContract, Contract’s DM and interactive marketing arm. Balakrishnan remarks that iContract played a pivotal role in swinging the decision in Contract’s favour.

iContract will deal with communications with trade partners such as media, creative agencies and clients, as well as with distribution channels such as hawkers and news-stand vendors. Its primary job will be to drive subscriptions and build the brand’s image through direct marketing and other means. In addition to the outdoor and radio ads, digital, online and other new media will also play a vital role.

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