Social media users praise campaign highlighting misinformation and sensationalism, while others question the newspaper’s own record on impartial reporting
MUMBAI — A new advertisement released by The Indian Express has sparked a fresh debate over the state of television journalism in India, with thousands of social media users discussing its message about sensational news coverage and its impact on viewers.
The advertisement uses a symbolic visual to suggest that constant exposure to loud debates, hate-filled content and unverified news can poison people’s minds. In the video, a person’s brain is shown being squeezed, with a black, toxic substance flowing out, symbolising the effect of consuming such content.
The campaign quickly drew widespread attention online. Many users described it as an accurate reflection of the current state of television journalism, while others questioned whether The Indian Express itself has always maintained the standards of impartial journalism that it advocates.
Along with the advertisement, the newspaper posted a detailed message on X, saying that trustworthy journalism is built on facts, verification and asking difficult questions.
“For generations, The Indian Express has believed that credibility is earned one story and one fact at a time. In an age of endless noise and information, our commitment remains the same—to ask difficult questions, verify every fact rigorously and report with independence, integrity, impartiality and depth. This video was created by one of our readers, Anuj, reminding us that trusted journalism is built not only in newsrooms but also through the confidence of our readers,” the newspaper said.
The newspaper also encouraged readers to subscribe for unrestricted access to its journalism.
The advertisement received a largely positive response on social media.
A user identified as Harsh109 wrote, “It is good to see that at least one credible media organisation still has the courage to stand for real journalism.”
Another user, Free Think HRY (Abhinav), commented, “This is one of the best ways to present the bitter reality of media houses that are slowly poisoning the public.”
User Nawas87 wrote, “I hope journalism is still alive in India.”
Akshay KR123 described the advertisement in one word: “Brilliant.”
Another user, Gutnesh77, commented, “It seems the country is finally beginning to recover.”
Jagdish Chandra Pandey wrote, “You are absolutely right.”
User Chirag95 called it “a good advertisement.”
Ansari K787 commented, “Media driven by hate and propaganda has seriously affected Indian politics and public opinion.”
Asmita Ghosh wrote that many Indian television channels had moved away from balanced journalism and spent hours focusing on political personalities instead of reporting important national and international developments.
While many praised the campaign, some users criticisedThe Indian Express itself.
A user identified as Critic Jeevar alleged that the newspaper also represents a particular ideological viewpoint.
Another user, Raj Chand2211, shared one of the newspaper’s old headlines and questioned whether the newspaper had always practised impartial journalism.
Apologetic Human also referred to the newspaper’s previous reporting and questioned its claim of neutrality.
The advertisement has added fresh momentum to an ongoing debate over television journalism in India. For several years, media critics have accused many television news channels of relying on aggressive debates, sensationalism, political polarisation and divisive narratives instead of fact-based reporting.
Television news broadcasters, however, have rejected these allegations, saying they cover issues that are of public interest.
Against this backdrop, The Indian Express advertisement has gone beyond a promotional campaign and reopened a wider public discussion about trust, credibility and the role of journalism in a democratic society, while also placing media organisations themselves under greater public scrutiny.
