In today’s fact-paced information ecosystem, headlines are often written for clicks, speed beats substance, and truth risks getting lost in the noise of endless updates.
In that race, credibility has quietly become one of the rarest commodities.
Recognising this shift, The Hindu, one of India’s oldest and most trusted publications, has launched a new campaign titled “Written by Journalists.”
The idea is simple but powerful: in a world where everyone can publish, few still report.
The Insight
With misinformation spreading faster than fact-checks and social media platforms blurring the lines between content and journalism, the question of who writes the news has never been more relevant.
The Hindu’s campaign confronts that very question- reminding audiences that news, when done right, is a product of rigour, accountability, and editorial discipline.
A Reminder of What News Should Be
Done by The Hindu’s creative agency Talented, ‘Written by Journalists’ turns the newspaper’s 147-year-old legacy into a statement for today’s times.
Launched with the ‘Find The Story’ print ad and ad films titled ‘Who Writes the News You Hear?’ and ‘Who Writes the News You Read?’, each piece of communication reflects what The Hindu has always stood for- accuracy over attention, depth over speed, and facts over click-bait.
The films take a creative yet relatable route to drive the message home. One shows everyday scenarios like people wearing nose clips because “the news they read everywhere stinks”- until The Hindu enters the frame with the line, “Who writes the news you breathe?”
In another, a protagonist is seen exercising while listening to the news, only to be interrupted by a bird dropping- a sharp metaphor for how unchecked information can spoil what we consume daily. Through such everyday moments, the campaign uses humour and wit to make a serious point.
Taking the message beyond print and digital, the campaign also features bold one-liners displayed through OOH ads nationwide.
Why It Matters
Since its inception in 1878, The Hindu has built a reputation as one of India’s most trusted news organisations.
Written by Journalists serves as both a declaration and a reminder- that even in a world of viral content, authentic reporting continues to hold meaning.
Speaking about the campaign, L.V. Navaneeth, Chief Executive Officer of The Hindu Group, said:
“Our readers trust us to separate fact from noise. We are in an age where content is everywhere, but credibility is rare, being ‘Written by Journalists’ is not a campaign name but it’s our truth”
P.G. Aditiya, Co-founder and CCO of Talented, added:
“When a publication doesn’t believe it has quality readers, it feels no pressure to hire quality writers. That’s not the case with The Hindu. Its readers are discerning, and the brand shows them respect across every format – newspaper, app, or podcast, by doubling down on what great journalism should read, sound, and feel like. Much like advertising, journalism is not just a profession, it’s a passion. And while many have tarnished it, The Hindu continues to protect it.”
The Logical Indian Take
In an era dominated by algorithms and attention metrics, The Hindu’s new campaign stands out for its message of editorial integrity.
It reminds readers that amid noise, clickbait, and unverified claims, there still exist spaces where accuracy and accountability come first- and that real journalism still begins in a newsroom.
