By A Correspondent
DNA initiates a path breaking front page innovation on the occasion of World Water Day DNA is known for its revolutionary approach towards almost everything it does and along with the daily news analysis; this English daily is impeccably marching ahead in making a change in the traditional newspaper industry.
On the 22nd of March, when people grabbed their copy of DNA they experienced a refreshing change with a brand new colour on the front page. On the occasion of World Water Day, DNA and Tupperware had 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 “Water bottles are a significant part of Tupperware’s range of products. The ‘Sip of Bliss’ campaign was created to celebrate water. What we wanted was to have an innovative kick-start for the campaign. And there could not have been a better way and a better day than the World Water Day, on March 22nd,   to launch it with a special innovation using a special colour to make it memorable and effective”  Jyotsna Chauhan, COO, IBD India Pvt. Ltd.
“Tupperware’s summer campaign is all about the romance and the sheer bliss of water.  The DNA innovation provided a refreshing twist in taking the idea further.” Jai Singh, Senior Creative Director, IBD Brands, Gurgaon. 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.”