Our launch was a milestone in Indian media, and the team’s strategic approach propelled us to immediate success.”
DNA
“
Vikram Sethi
Marketing Director, DNA
58%
MoM decrease in cost per impression
88%
Increase in social media engagement
420%
Growth in digital sign-ups post-launch
We helped DNA sell 3M copies on Day 1 with a $5M ad blitz, marking one of Asia’s biggest newspaper launches.
Overview
DNA made a bold entry into Mumbai’s competitive news market with a comprehensive 120-page daily. Backed by an extensive advertising campaign, the goal was to stand out amid legacy papers, capture a wide audience on Day 1, and sustain that momentum in both print and digital formats.
The Challenge
Differentiate DNA from established competitors in a saturated market
Justify a $5M ad budget with tangible ROI metrics
Sustain interest beyond an explosive Day 1 launch
Integrate digital subscriptions with traditional print sales
Foster brand loyalty among new readers quickly
Services
Go-To-Market & Launch Strategy
Paid Media (OOH, Digital, Social)
Conversion Rate Optimization
Influencer & PR Campaigns
Email & Push Notification Marketing
UI/UX Consultation for Digital Edition
Brand Messaging & Positioning
Approach
Created a fresh editorial voice and design, ensuring DNA’s unique perspective stood out in a crowded space.
Implemented tracking to measure ad impressions, user engagement, and subscription funnels, enabling rapid pivots in marketing tactics.
A/B tested different creative assets across social, TV spots, and outdoor billboards to pinpoint the most impactful messaging.
Engaged new readers with a series of personalized emails and mobile app notifications, converting one-time buyers into repeat subscribers.
Showcased human-interest stories, in-depth journalism, and fresh takes on current affairs—capturing a modern readership.
Rolled out digital subscription bundles featuring exclusive interviews, community features, and event invitations to keep readers invested long-term.
Results
DNA’s historic launch saw 3M copies sold on Day 1, jumpstarted by a $5M ad campaign that made headlines. The cost per impression dropped by 58% month over month as the team refined targeting, while social media engagement rose 88%, amplifying brand buzz. Digital sign-ups surged 420% post-launch, confirming DNA’s staying power both in print and online.
72%
Blended
ROAS
81%
CVR
1,053%
Paid
Social Revenue
Performance Visualized
Top Creative Performers
Squad
Queenie Leung
Sr. Growth Strategist
Isabel Bellino
Growth Strategist
Jared Glassman
Growth Marketing Manager
Sarah Murphy
Growth Marketing Manager
Marina Chilingaryan
Brand Strategist
Helena Yang
Creative Lead
Gianna Del Monte
Growth Strategist