The Indian Express & Isobar India launch 'News Beyond Views'

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 

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