DNA initiates a path breaking front page innovation on the occasion of World Water Day

Today when people will grab their copy of DNA they will experience a refreshing change with a brand new colour on the front page. On the occasion of World Water Day, DNA and Tupperware have teamed up to showcase a new product by this well known high quality smart kitchen solutions company.

Every newspaper, until today was getting printed in a four colour system through an offset printing machine, whose colours namely are CMYK (Cyan, Magenta, Yellow and Black) and occasionally various newspapers experimented with Gold or Silver. But the first time ever, in the history of Indian newsprint industry, a broadsheet has a shade of blue as a part of their printing colour palate and a live edit to make believe the trueness of the Tupperware bottle and making people comprehend a fresh and pure colour of blue on the well deserved occasion of the World Water Day.

"Tupperware was launching their aqua fresh water bottles and we chose World Water day, March 22nd, as it was a perfect fit for the announcement. We wanted to do something exciting for Tupperware and this is when DNA came up with the concept of innovating it in a three-dimensional way. It's the first campaign of the year for Tupperware and stands as a clear communication for all readers to drink fresh and healthy water". ' Surbhi C. Murthy, AVP, Allied Media

This was done to launch the Tupperware bottle that is so pure and perpetual that it could be used for life. There could be no better gift for the readers than this, on the occasion, isn't it!

"Tupperware's Aquasafe Bottles provide a quick, sustainable solution to safe, healthy water for consumers. Towards this, we have embarked upon an advertising campaign which is based on clutter-breaking innovation to generate buzz amongst the consumer. Committed to make the world a better place to live in, Tupperware endorses the idea and cause of effective water storage solutions and lends its whole-hearted support to the World Water Day." Anshu Bagai, Director- Marketing, Tupperware

Explains Mr. Nirmal Kanthode, the DNA Production Head "The printing process had to be altered to create the depth of the Tupperware colour. After the normal 4 stage process, a 5th printing round with a special ink had to be done to create the magical effect. While this sounds easy, doing it for a full run of 6 lakh copies with high speed machines meant meticulous calculations & calibrations to ensure no delay & perfect output. Any shade change would be disastrous & we would have no way to stop it either"

DNA as a company trusts in taking its everyday technology to newer heights and making the readers realize that other than the most important feature of a News publication, i.e. generating fine content there are other unexplored realms that the Indian Print Industry is lacking in.

It explores, it innovates and it is certainly appreciated, DNA continues to make every effort!