Description
India's news has a quality problem. Fake news, AI-generated copy, screaming primetime anchors, editors answering to billionaire owners. The journalistic process has taken a backseat. The Hindu has held its ground for 147 years. But in a broken media landscape, even stating the obvious becomes defiant. The most revolutionary thing The Hindu could do was declare exactly what it had always been: Written by Journalists. Launched as a series of films, the campaign questioned who really writes the news India reads. The films, titled 'Who writes the news you hear?' and 'Who writes the news you read?', deliver an assertive message reiterating the publication's focus on accuracy over attention, depth over speed, and accountability over applause. One film uses barking as metaphor, another a woman with a nosepin because she can’t stand the smell of BS from other publications.The metaphors expose what normalised bad journalism looks like, and everything The Hindu refuses to be.
