DNA uses outdoor to foray into Bangalore

DNA has launched an extensive marketing campaign for its foray into the Bangalore market. The campaign 'I believe in Bangalore' has been created by Contract Advertising.

"After an extensive survey of Bangalore, we derived at the fact that Bangalore is the youngest city in India. Also, people in Bangalore have high disposable incomes and they are open to new experiments. We had to position DNA as a person who is interesting to hang out with," says Raghu Bhat, executive creative director, Contract.

"The idea for the campaign stemmed from the fact that over the last few years, there has been negative publicity about Bangalore which Bangaloreans did not like. As Bangaloreans are not very outspoken people, we devised the 'I believe in Bangalore' campaign as their voice.  This was a teaser campaign followed by 'I believe in Bangalore because Bangalore is in my DNA'. The campaign broke two weeks back and is resonating well with the consumers," Bhat added.

The media mix currently involves outdoor. Instead of a TVC, a music video has been created about the launch. It broke yesterday in main cinema halls across Bangalore and is directed by Naren Multani. The video will soon be aired on MTV and will be adapted to ringtones. The campaign has been divided in 7-8 phases for the entire year. It will soon spread to mediums like radio, TV and events like rock show. Merchandising is also in the pipeline which will be strategically placed at all major youth hangouts. According to industry sources, DNA has a budget of Rs 10-12 crore for the DNA launch marketing campaign for the next three months.

The creative team includes Raghu Bhat, Manish Bhatt, Manan Mistry, Anshumani Khanna and Arunava Sengupta.