India – The Indian Express together with Isobar, the creative experience agency from dentsu India has launched ‘News Beyond Views’ campaign, a modern-day solution for stories that get covered but remain undiscovered. 

According to the Indian Express, readers are unaware that they consume propaganda, gossip, and spicy scoops despite the fact that one-sixth of their day is spent browsing news. While 86% of readers clicked on a top stories, the same audience completely skipped other comparable stories in the same category. In keeping with their commitment to unbiased reporting, this national newspaper is now ensuring that no relevant story is left unread.

Through the partnership, The Indian Express and Isobar India, have developed a unique experience of discovering news that may have previously slipped through the cracks and past your 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.

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,” Dingra said.

Aalap Desai, CCO, Isobar India and Taproot Dentsu, commented, “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,” Desai added.