Rediffusion to handle creative duties for DNA

The account was contested last month through a multi-agency pitch which included Contract, the incumbent agency, among others, where Rediffusion-Y&R has been announced the winner.

Work on the account will start with immediate effect out of Rediffusion's Mumbai office. The agency will develop work for DNA in its major markets which include Mumbai, Bangalore, Pune, Ahmedabad and Baroda. The task will include finding an appropriate positioning for the brand, and creating more engagement between the reader and the paper.

This is the second time the agency will create buzz around the brand, after an impactful launch of the brand in July 2005.

Nisha Singhania, Executive Vice President and Mumbai Branch Head, Rediffusion Y&R says, "We're really glad to have the brand back in our roaster. In our last stint with the brand, we had done some break-through, interesting work. From here on, we will raise the creative bar further, creating interesting conversations around the brand."

Gautam Dalal, Head, Marketing, DNA adds, "Rediffusion-Y&R is one of India's premier agencies and credited with the strong launch of the DNA Brand in 2005. With DNA having spread it's wings into 5 cities, and being the No.8 English Daily of India, it opens up new and exciting challenges for the team to work together. We look forward to taking the brand to new heights with Rediffusion-Y&R". He further states that this was a sought after account by many large and mid-sized agencies, but what worked in favour of Rediffusion-Y&R was their keen evaluation of the business issue from different angles, strong credentials, flexibility in the approach and keen top management interest.