The Indian Express and Isobar, the creative experience agency from dentsu India, have developed ‘News Beyond Views’, a unique experience of discovering news that may have previously slipped through the cracks and past audience’s view.
Using a simple HTML innovation at the backend, the media house has embarked on restoring fairness in the journalism they believe in. So, on highlighting any top story, the user gets to read another story that would have otherwise lurked in the shadows.
When users browse the news, they tend to consume propaganda, gossip, and spicy scoops. Even though 1/6th of their day goes into surfing news, they are still not as aware as they should be. The Indian Express found 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.
Therefore, the national daily is now making efforts to ensure that no worthy article misses the audience’s view.
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 and Taproot Dentsu: Aalap Desai
Managing Partner: Rahul Vengalil
Executive Creative Director: Anadi Sah
Senior Vice-President, Strategy: Pragati Rana
Regional Head, Planning and 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
Senior Art Director: Prashanti Nagashree
Creative Controller: Abdul Ajharuddin Ahamed
Group Head Social: Upasna Gaba
Tech Consultant: Madhuri Vaidhya
Innovation Lead: Pratik Shringi
Video Supervisor: Vikas Tomar
Associate Director: Nakul Sagar
Manager Client Solutions: Ishita Upender Kothiyal