The successful launch of Mumbai daily newspaper DNA (Daily News and Analysis) included a marketing campaign featuring door-to-door canvassing and creative multi-media executions to branded the title's local roots, said K.U. Rao, chief executive officer of the Indian newspaper.

Rao spoke about the process of launching his newspaper nearly four years ago, and how it has competed with longtime go-to news source The Times of India first in Mumbai, and then in other cities in India.

DNA, as Rao described it, was the result of an aggressive pre-launch marketing campaign. Some 2,000 employees of the company went door-to-door in Mumbai for 180 days before the launch, asking the city's residents what they wanted out of a newspaper. During that time, researchers also made 17,000 phone calls to solicit opinions about what Mumbai's residents wanted in a new English-language newspaper.

Having determined a formula for the newspaper “ lots of local and global news in shorter articles, less national news, personal financial advice, and great sports coverage – DNA then blitzed the city with...

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