The Hindu’s ‘Written by Journalists’ campaign has secured the 26th position in IMPACT’s Top 75 Campaigns of 2025.
The campaign reinforces the publication’s long-standing belief in credible, unsweetened journalism, cutting through a media landscape often driven by sensationalism and exaggeration. In the 15-second films, a man asks for a newspaper with “less sugar,” only to be reminded that news isn’t meant to be sweetened, it’s meant to be reported. The simple yet pointed metaphor underscores The Hindu’s commitment to factual, unbiased reporting.
Curated by Talented, the campaign’s creative direction was led by Aarushi Periwal, Creative & Founding Member at the agency. The execution relies on minimalism and wit, allowing the core message to take centre stage without unnecessary embellishment.
For the 2025 rankings, the IMPACT editorial board evaluated hundreds of campaigns across parameters such as narrative clarity, creative execution, originality, and production quality. The final shortlist features campaigns that stood out for delivering strong brand messaging through engaging and effective storytelling—making The Hindu’s ‘Written by Journalists’ a notable entrant on the list.
