The campaign, conceptualised by Infectious, is targeted at the fast-paced life of urban cities in which people do not have the time for niceties and often forget that it is very important to be nice
BestMediaInfo Bureau | Mumbai | December 30, 2013
DNA has come out with its latest campaign, part of the ‘Good is in our DNA’ series, that urges people to ‘Be Polite’. The campaign, conceptualised by Infectious, is targeted at the fast-paced life of urban cities in which people do not have the time for niceties and often forget that while it is nice to be important, it is very important to be nice.
Ramanuj Shastry, Director and Co founder, Infectious, said, “As adults we are all very conscious of how our kids are growing up. However, we tend to forget that children will learn what they see and not what they are told. Hence we need to first be polite if we want them to learn.”
Nisha Singhania, Director and Co-founder, Infectious, added, “In today’s day and age when newspapers are only giving us bad news, we felt it was important for a media house to stand for positivity. We believe that all of us have good in us, and given the opportunity, we would want to help others. That is the starting point of the ‘Good is in our DNA’ campaign. Through this campaign we will create a series of Do’s in which we will invite people participate in acts.”
The first Do was during the Joy of Giving week in which DNA partnered some of the best schools in Mumbai and got children to learn the joy of giving. Every child donated one thing to an underprivileged child. The result of this activity was outstanding with 8,000 children participating; six truckloads of gifts were collected; and 4,000 underprivileged children received them.
The ‘Be Polite’ campaign has been further extended as a Facebook activation in addition to print, wherein people can share ‘Thank You’, ‘Sorry’ or ‘Please’ cards with friends and family they want to express their feelings for.
Infectious was launched on April 1, 2013 by Ramanuj Shastry and Nisha Singhania. Their belief is that brands need to ‘Do’ more than they ‘Say’ as actions speak louder than words. They want to create ideas that spread. They have a collaborative model in which they work with some of the best talent in the industry. HCL, DNA, Pied Piper, Camlin and UBQOOL.com are some of their clients.