The Indian Newspaper Society (INS) has rolled out a print campaign, 'Ink Doesn't Lie', highlighting the role of newspapers and magazines as sources of verified information.

The campaign comes amid growing concerns over AI-generated content, misinformation and manipulated media, making a case for print's editorial rigour and accountability.

Conceptualised by BBDO India, part of Omnicom Advertising India, the campaign uses the metaphor of an oath to spotlight the work behind every printed page, from reporting and fact-checking to editing, photography and publishing.

Vivek Gupta, president, Indian Newspaper Society, said, “In an age dominated by screens, social media, and constant digital chatter, the resilience and relevance of print media is truly remarkable. Across this vast and diverse nation, the printed word continues to hold a unique and irreplaceable position as we are not just carriers of information; we are the institutions that inform, educate, and empower the public at large. We are witnesses to history, active participants in democracy, and trusted companions in the daily lives of millions of readers. As we look to the future, it is clear that print will continue to evolve, adapt, and innovate. However, its core values - credibility, inclusivity, depth, and responsibility will always remain unchanged. These are not just attributes; they are the very foundation upon which the trust of millions of its readers is built.”

Josy Paul, CCO, BBDO Group and chairperson, BBDO India, added, “In an age of infinite information, trust has become our scarcest resource. There’s something about the printed word that carries the weight of questions asked, facts verified and responsibility accepted. ‘Ink Doesn’t Lie’ celebrates the quiet courage of print that chooses verification over virality and truth over speed, every single day. A reminder that trust is journalism’s greatest invention - printed with the ink of integrity.”