I had written about the launch of DNA in Mumbai about 3 years back. Then, I was pretty impressed with their innovative marketing of the paper, specially the punches on the hoardings. 3 years later they come to Bangalore and they still maintain the spiciness in their hoardings that sprawl across the city. The punch lines are very Bangalore specific, and the same is true for a jingle that is played on the local radio stations. For example there is one hoarding that says C, C++ and Kannada the most spoken languages in Bangalore, or again the old formula of giving contemporary choices and asking ‘What is in your DNA?’: Marriage or live-in
But in addition to these campaigns what impressed me most about their pre-launch campaigns was their green campaign. They went around the city distributing plants along with their inaugural offer promotion, which I think is quite innovative with all the current relevance in the world and especially in Bangalore which is fast loosing its green cover. They had their vans parked outside the large apartment complexes (mine being one), and at strategic locations across the city and giving one potted plant, along with the initial subscription offer.
I missed the subscription offer though…as I met them on my way out…, Guys are you coming back?
2 comments:
Good set of observations Anu. I too impressed with the DNA's innovative marketing strategies. But I am keeping my fingers crossed to check their quality. As a Bangalorean i am eagerly looking forward for a "quality" newspaper (not a tabloid).
- Jayakumar
I quite liked their stylish hoardings too. But we'll have to wait for at least 5 issues to judge the real nature of the publication. Many start ambitiously, but few deliver on quality consistently.
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