Leadership makes us tough; Tough with ourselves first: DNA

DNA has gained a position of leadership in the Mumbai broadsheet market by virtue of reaching out to 6 lakhs homes.

As said by The Prime Statement in a press statement, the prevalence of the practice of paid news exposed recently has come as a shock to all right-thinking people. The prime Minister in his speech also added that those in the media should come together to exercise a degree of self-regulation and to combat perversions like paid news.

It was an opportunity when DNA unfurled its journalistic bible called the Code of ethics. These ethics are their journalistic values but in a sense also the guiding principles to any straight forward, right thinking individual in today's world. Words like Responsibility, Freedom, Independence, Truth & Accuracy, Impartiality and Fair play are not just mere words, but to a DNA'ite, a way of life!

After 6 years of toiling, and taking a leadership position by virtue of just being a whisker behind the competition in the print copies, DNA finds the thoughts of their CEO, KU Rao, who never believed in short cuts, ringing true, especially when people across clients & agencies, compliment them for their Code of ethics.

According to him, the road of integrity and honesty is always difficult but in the long run, one will come through as an organization that has greater value which will one day bear fruits for them as well as and for their partners who work with them.

This campaign started with a complete explanation of their ethics on their front page keeping in mind the fact that the brand is seen across 6 lakh homes in Mumbai every day, and many more lakhs across their other 5 editions. As always, DNA is taking the bull by its horns and is willing to stand the test of time and they were ready for scrutiny from over 18 lakh readers.

The prime minister in his speech had also echoed their sentiments of the last year when he mentioned "The world is looking up to us today and it would be but fair that positive news is also given its due share". This was the guiding force in the year 2011 and was even complimented by the PMO's office during the beginning of our campaign INDIA POSTIVE, last year.

As a product DNA, has and will, stand for the very same values which are unbiased, rational and extremely focused with no commercial outlays in its news reporting.