The Times of India wanted to take In With the News, Out With the Noise beyond a conventional awareness campaign and build a large-scale conversation that could connect with digitally native audiences, encourage participation and strengthen TOI as a trusted source of verified news.
The TOI campaign films established the problem. Our solution was to take that central tension beyond the films and turn it into a sustained social conversation.
We built the digital campaign around a simple truth: misinformation is most powerful when it feels familiar. By using humour, social satire and everyday situations, we made the issue easier to recognise and harder to ignore.
We transformed “news or noise” into a simple social instinct that audiences could apply to the information they encountered every day. Rather than treating misinformation as an abstract or intimidating issue, we used humour, cultural familiarity and social satire to show how easily noise enters ordinary conversations.
We amplified TOI’s three campaign films across social media and extended the “news versus noise” thought through reels, statics, topical content and platform-native formats. Creator and RJ collaborations helped the message move through humour, finance and everyday digital behaviour, connecting the campaign with different online communities. The News vs Noise Quiz turned the message into active participation by asking audiences to identify what was credible and what only appeared credible. We also expanded the campaign through TOI’s social ecosystem, regional publications, radio partnerships, brand banter on X, outdoor touchpoints and on-ground engagements across corporate spaces, malls and college campuses. Together, these pieces kept the idea visible, participative and easy to share.
