Chennai: The Hindu has launched a powerful new brand campaign titled ‘Written by Journalists’, created in collaboration with Talented. The campaign reaffirms The Hindu’s 147-year-old legacy of journalism built on rigour, responsibility, and respect for the reader — by reminding audiences of something fundamental yet often overlooked: real news is written by journalists.
Unfolding through four striking ad films, the campaign poses a provocative question — “Who writes the news you read, hear, and breathe?” — challenging viewers to reflect on the source and credibility of the information they consume. [Click here to watch the ads.]
At a time when misinformation spreads faster than facts and sensationalism often overshadows substance, The Hindu continues to stand apart for its editorial integrity — where every word is reported, reviewed, and published by journalists. The campaign captures this ethos with quiet confidence and understated authority.
Since its founding in 1878, The Hindu has stood for words that matter. ‘Written by Journalists’ is both a tribute to and a reaffirmation of this legacy — a reminder that even after nearly a century and a half, fact-checking, thoughtful editing, and public accountability remain central to its practice.
LV 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.”
Launched with the ‘Find The Story’ print ad and followed by ad films titled ‘Who writes the news you hear?’ and ‘Who writes the news you read?’, the campaign underscores accuracy over attention, depth over speed, and accountability over applause. Extending beyond print and digital, it also includes OOH installations across major cities and a quirky radio series, further amplifying its message in multiple formats.
PG Aditiya, Co-founder and CCO, 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.”
In an age where “everyone has a platform,” The Hindu reminds readers that few have a newsroom — a newsroom that still stands for truth, credibility, and the craft of journalism itself.
