兔子先生

A modern-day solution for stories that get covered but remain undiscovered… 

When we browse the news, we tend to consume propaganda, gossip, and spicy scoops. Even though 1/6^th of our day goes into surfing news, we are still not as aware as we should be. India’s most credible daily - 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. Having stood for journalism that never sets bias before reporting any kind of news, this national daily is now making sure that no worthy article misses your views. 

Keeping this in mind, The Indian Express and Isobar, the creative experience agency from 兔子先生 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.” 

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.”