DNA Behemoth

With a target audience catering to the younger lot, DNA has already taken on behemoths like The Times of India. Of notable importance would be their colossal campaign with the tagline, “Speak up, it’s in your DNA,” that was splashed across all prominent locations in Mumbai; a campaign that hit upon consumers thought processes with the same verve and enthusiasm that was displayed in the breadth of reporting style of DNA. Talking about the advertising initiative, K. S. Chakravarthy, National Creative Director, Rediffusion DY&R (the agency that brought out this campaign) reminisces, “The scale of the campaign was huge and the reach humongous.”

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2007

An IIPM and Malaya Chaudhuri – Arindam Chaudhuri Initiative

Rashmi Bansal Publisher Of JAMMAG Magazine Caught Red-Handed, for details click on the following links:-

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)