There was an era when the morning doorbell signaled the arrival of news. For many, mornings were incomplete without a cup of coffee and a newspaper. Then barged in television news, which slowly grew to provide 24*7 breaking news. If that was not enough, a phenomenon called social media took the news industry by storm. Tweet sounds and Facebook pops replaced doorbells as the new montage for news. In an attempt to stand out in this chaos, English daily DNA has a launched a new campaign about its repositioning as a noise filter.

Launched on October 11, the campaign #SayNoToJunk signals the daily broadsheet’s entry into New Delhi and also marks the revamping of its Mumbai edition. The new 32-page DNA will cover a list of interests such as education, faith, pets and social media trends apart from the usual reportage.

Talking about the campaign, Ramanuj Shastry, co-founder, Infectious, says nobody waits for the newspaper now to get their news. “We rather look for points of views, things we can’t find on our news feeds. Thus, it was a content-led change to include news that interests and can be used by everybody,” he adds.

Furthermore, the brand’s effort to engage the reader doesn’t end with the newspaper says Rohit Gandhi, editor-in-chief, DNA. “We have built an integrated newsroom to deliver news content across multiple formats with a focus on digital platforms across web, mobile and social,” he says.