The Indian Express discovered that while a top story got 86% of its readers to click, the same audience was entirely skipping other relevant stories in the same category.
Keeping this in mind, The Indian Express and Isobar, dentsu India’s creative experience agency, have created a one-of-a-kind experience for discovering news that may have previously slipped through the cracks, by using a simple HTML innovation on the backend.
Heeru Dingra, CEO, Isobar India group said, “The fundamental objective of journalism is to serve the people with news, opinions, comments, and information on subjects that matter in a fair, accurate and unbiased manner. Any media house cannot afford to lose sight of this obligation. This initiative by The Indian Express and Isobar India not only showcases their integrity towards the reader but will also inspire other news publications to follow suit.”
Aalap Desai, CCO, Isobar India and Taproot Dentsu added, “We believe that journalism is meant to be fair and honest, however, we don’t see this happening quite often. The responsibility then lies on our shoulders to make sure that every story covered reaches every reader. Our commitment to that kind of responsibility drove us to develop News Beyond Views. The germ and the beauty of the idea is that it is simple and a modern way of doing our job as a news corporation. When journalism of courage meets the simplicity of innovation, no news will miss the spotlight.”
Isobar Credit List :
CEO, Isobar India group – Heeru Dingra
CCO, Isobar & Taproot Dentsu – Aalap Desai
Managing Partner- Rahul Vengalil
Executive Creative Director – Anadi Sah
Senior Vice President, Strategy – Pragati Rana
Regional Head, Planning & Strategy – Shanu Jain
Associate Vice President – Prashant Lodaya
Senior Creative Director – Sreejita Chakraborty
Digital Head of Production – Nitish Sarkar
Associate Creative Director, Art – Saurav Banerjee
Associate Creative Director, Copy – Sandipan Deb
Senior Copywriter – Manisha Panda
Junior copywriter – Indrayudh Bose
