The Hindu has rolled out two new films as part of its ‘Written by Journalists’ campaign — reaffirming the publication’s 147-year-old legacy of journalism built on rigour, responsibility, and respect for the reader.

Created in collaboration with Talented, the campaign underscores The Hindu’s editorial integrity in an era where misinformation spreads faster than facts, and sensationalism often overshadows substance.

While the first two films — ‘When did news stop making sense?’ and ‘Has news gone to the dumps?’ — took a sly dig at mainstream news portals for dressing up gossip as reportage and shouting headlines instead of telling stories that matter, the latest two carry the narrative forward with equal precision.

The third film delivers a subtle but powerful message — that news is not meant to be sugarcoated or sweetened, but simply reported. The fourth and final film takes a humorous jab at ‘news that stinks’, asserting that journalism should bring clarity, not confusion — reinforcing The Hindu’s call to “Read, hear, and share news written by journalists” across print, audio, and digital formats.

Launched with the ‘Find The Story’ print ad, the campaign reiterates the newspaper’s commitment to accuracy over attention, depth over speed, and accountability over applause.

What we think about it: The campaign's tonality, intelligent, self-aware, and slightly irreverent, fits The Hindu’s persona as the thinking reader’s newspaper. By using humour and subtle provocation rather than moral posturing, the films manage to make the brand’s point without feeling preachy. 

LV Navaneeth, chief executive officer, 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.”
 
PG Aditiya, co-founder and CCO, Talented, said “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.” 

Taking the message beyond print and digital, the campaign also features a series of one-liners displayed on OOH sites across the country and a radio series.