Description
With journalism under serious threat and facing devaluation from the growing noise of misinformation and rage-bait content, ‘Written by Journalists’ marked The Hindu’s return to large-scale ATL communication. For the first time, the publication turned its front page inward, taking readers backstage into the discipline behind reporting the truth: what stays off the record, the responsibility of correcting errors, the toll of getting it right and carrying the weight of 147 years of trust — distilling a journalist's inner monologue. This nationwide, multi-platform campaign spotlighted the process behind The Hindu’s journalism, where credibility, rigour, and authorship take precedence, prompting audiences to question the source of their news and the people behind it. At its core, it made a point clear: journalism is defined by its process. The campaign achieved 384M+ overall reach, 330M+ digital engagements, 50M+ social reach, and 51% growth in website and 26% in ePaper subscriptions.
