In an age where AI and clickbait often dominate headlines, The Hindu has launched a bold new campaign titled “Written by Journalists”. Created in partnership with independent agency Talented, the campaign underscores a powerful message: every news story is crafted by human effort — not by algorithms.
147 years of authentic journalism
The Hindu, founded in 1878, celebrates its 147th anniversary with this initiative. Far from being just a milestone, the campaign reaffirms the newspaper’s role as a trusted source built on credibility, rigor, and the dedication of real journalists.
At a time when misinformation spreads quickly, The Hindu positions itself as a standard-bearer of truth and journalistic integrity.
From print to OOH and digital
The creative rollout begins with an infographic-style print ad mapping the editorial process behind every story. From there, the message extends across OOH, film, and digital platforms, reinforcing the value of human-made journalism in multiple formats.
The central question, “Who writes the news you read?”, invites readers to pause and reflect on the authenticity of the content they consume.
Audience concerns and cultural context
Research from the Reuters Institute reveals that 62.6% of online adults in India worry about the accuracy of the news they read. Against this backdrop, The Hindu’s campaign resonates deeply, reminding audiences that credibility comes from people, not machines.
Minimalist, yet powerful design
Under the creative direction of P.G. Aditiya, the campaign deliberately takes a sober approach. Large-format billboards, infographic-style print ads, and digital films all carry sharp, thought-provoking lines.
One standout OOH copy states: “AI can help, but will never replace your words.” A line that perfectly captures the essence of the campaign.
Final thoughts
The campaign “Written by Journalists” is not just branding — it’s a manifesto for authentic journalism. By embracing simplicity and focusing on human creation, The Hindu draws a clear line in an era overwhelmed by AI content and disinformation.
With this initiative, The Hindu reminds us of the enduring value of words written not by algorithms, but by people committed to the truth.
FAQs about this campaign
What is The Hindu’s Written by Journalists campaign about?
It’s an OOH, print, and digital campaign highlighting that every news story is the result of human effort, not AI algorithms.
Why does the campaign stand out?
Because it tackles current concerns about misinformation and AI, positioning The Hindu as a credible source with authentic, human-made journalism.
How does OOH play a role in this campaign?
Large-format billboards and sober designs carry sharp headlines like ‘AI can help, but will never replace your words,’ reinforcing the message in public spaces.
What was the inspiration for the campaign?
The creative concept begins with infographic-style print ads mapping The Hindu’s editorial process, followed by film, digital, and OOH extensions.
What can brands learn from The Hindu?
That clarity, simplicity, and human authenticity can be more impactful than flashy campaigns — especially in moments of cultural anxiety around AI and truth.
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