Design an integrated campaign encouraging today’s youth to read news from the traditional medium – the newspaper and get the entire news from a reliable source.

There’s nothing wrong with reading news through a digital medium. It tells you everything you want to know. But that’s the catch. It tells you everything that you want to know.

News is not based on what you want to know. It’s what has actually happened.

Digital news portals tend to put its consumers into various bubbles, bubbles which are termed as 'echo chambers'. Due to this, users receive news according to their interests and beliefs. For example - a person interested in sports would find more articles about his/her favourite sport and very few articles about politics. Similarly, a person who likes Bollywood would rarely find news related to finance on his/her newsfeed.

Everyone is put in a bubble in the digital world. And to make sure we keep up with the news, we need to -

The campaign is divided into three phases.

We educate people about the importance of bursting the bubble through a long copy ad. 

Our campaign would be successful only if we can get people on the internet to #BurstTheBubble. So, we use the internet’s targeting mechanism against itself to get word out to the netizens out there. These would be done through targeted banners that would map a user’s journey on the internet and accordingly show him/her a relevant banner.

To bring our campaign to a close, we give people the newspaper-reading experience. We put up newspapers inside bubbles in metros and Uber/Ola cabs. People in transit can actually burst the bubble and pick up a newspaper, thus ending the era of inadequate news from the digital world.

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Creative Team - Mohini Gadgil, Maithri Warrier