AI- written news. Sensationalism over facts. Politically motivated misinformation. Indian English-language newspaper, The Hindu, is calling on its 147-year-old legacy of journalism built on rigour, responsibility, and respect for the reader, by stating what should be obvious.

Who writes news stories matters. The campaign, Written by Journalists, by agency, Talented, underlines the fact that every word of The Hindu’s stories is reported, reviewed, and published by its journalists. Written by Journalists is a reminder that even after 147 years, fact-checking, thoughtful editing, and public accountability are not relics of the past but everyday practice.

LV Navaneeth, chief executive officer of The Hindu Group, stated, “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, added, “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.”

The campaign launched with a print ad that showed the process that leads to a story being published in The Hindu.

This was followed by a series of films challenging viewers to wonder who write the news you hear and who writes the news you read? Finally, the campaign includes a series of provocative one-liners in OOH work across India.