Education - ondemandnewz.com

Publicize Worldwide Advertising campaign (Print, TVC, Outdoor & Digital Media)

Atish Singh January 4, 2026

Introduction

Publicis Worldwide, the flagship creative agency of Publicis Groupe, drives global advertising campaigns with a focus on culturally resonant storytelling and innovation. In India, it excels in integrated campaigns blending emotional insights with digital-first strategies for brands like Axis Bank and HDFC Mutual Fund. Known for human-centered creativity, it operates across TV, digital, print, and OOH.

Key Campaigns

Publicis Worldwide India has launched impactful campaigns leveraging local narratives:

Axis Bank “Sirf Aapke Liye” (2023): This integrated effort promoted the ‘open by Axis Bank’ app with five TVCs and ten digital films, repositioning the bank as digital-first. Rolled out during the Cricket World Cup across TV, print, OOH, and social, it emphasized personalized banking.
Pramerica Life Insurance “This is my Climb” (2024): A two-part digital campaign highlighting life’s challenges and insurance support. It used heartfelt stories to position Pramerica as a partner in personal growth, distributed via social media.
HDFC Mutual Fund “Seekh” / Zindagi Ke Liye SIP (2024): An ad film extension teaching SIP investing through relatable life lessons. Aired on TV and digital, it boosted financial literacy with heartwarming narratives on early starts.
ZEE TV “Thank You TV” (2024): Celebrated 65 years of Indian television with films honoring its entertainment legacy, aired across platforms to evoke nostalgia and gratitude.

Achievements

Publicis Worldwide India consistently wins awards for blending cultural insights with tech, contributing to Publicis Groupe’s leadership in creative effectiveness across APAC.

A. Print Advertising Campaign

Here are four globally recognized print advertising campaigns, each with a description, example, and balanced criticism:

1. Absolut Vodka—“Absolut Perfection”

Example:
Absolut Vodka’s legendary print campaign featured the distinctive bottle shape with imaginative visuals and simple taglines like “Absolut Perfection.” The campaign ran for over 25 years, using various clever settings (e.g., “Absolut New York” with the bottle as the skyline).

Criticism:
While the campaign is hailed as one of the most iconic, some critics argue that its longevity eventually led to creative fatigue. Later ads were considered repetitive, with diminishing impact as the novelty wore off.

2. The Economist – “Lightbulb”

Example:
A famous print ad showed a bright red background with a simple illustration of a lightbulb over a reader’s head, accompanied by the tagline: “I never read The Economist. Management trainee. Aged 42.”

Criticism:
Lauded for wit and intelligence, the campaign’s elitist tone was also criticized for potentially alienating readers who felt excluded or looked down upon, thus narrowing the target audience.

3. WWF – “Horrifying More, Horrifying Less”

Example:
This print campaign featured striking, often disturbing visuals—such as a cityscape made of guns or a landscape of skulls—to highlight environmental destruction and animal extinction.

Criticism:
While the shock value was effective in capturing attention, critics contended that the visuals were sometimes too graphic, potentially causing discomfort or desensitization rather than motivating action.

4. Volkswagen—“Think Small”

Example:
The classic “Think Small” ad from the 1960s redefined car advertising, using minimalist design and copy to promote the Beetle’s compact size and reliability in an era of big American cars.

Criticism:
Though celebrated for changing advertising forever, some argued that the campaign’s humble approach might not have been as effective in markets that associated success with bigger, flashier products.

Summary Table:

Campaign	Example Description	Criticism
Absolut “Absolut Perfection”	Iconic bottle-focused visuals, witty taglines	Became repetitive over time
The Economist “Lightbulb”	Red background, witty elitist copy	Risked alienating broader audience
WWF “Horrifying More/Less”	Shocking environmental visuals	Sometimes too graphic, risked desensitizing viewers
Volkswagen “Think Small”	Minimalist, self-deprecating Beetle ads	Humility may not appeal to markets favoring “bigger” image

B. TVC Advertising Campaign

Here are four globally acclaimed TVC (television commercial) advertising campaigns, with examples and critical analysis for each:

1. Apple – “1984” (by Chiat/Day, 1984)

Example:
Aired during the Super Bowl, this iconic ad depicted a dystopian world, introducing the Macintosh computer as a revolutionary product. The commercial only aired nationally once, becoming legendary for its cinematic style and bold message.

Criticism:
Despite its groundbreaking creativity, some critics argue the ad’s abstract storytelling was confusing to casual viewers, offering little concrete information about the product itself.

Example:
This campaign featured TVCs showing people finding bottles with their own or friends’ names, encouraging sharing and personal connection. The ads were joyful and localized for different markets.

Criticism:
While highly engaging and successful, some critics pointed out the campaign didn’t address health concerns related to sugary drinks, and the focus on personalization sometimes overshadowed broader brand values.

3. Guinness – “Surfer” (by AMV BBDO, 1999).

Example:
The visually stunning TVC depicted surfers waiting for the perfect wave, metaphorically tying the anticipation to waiting for a pint of Guinness. The tagline: “Good things come to those who wait.”

Criticism:
Though visually brilliant, some viewers found the metaphor too abstract, making the connection to the product unclear unless watched closely or repeatedly.

4. Procter & Gamble (P&G)—“Thank You, Mom” (Olympics Campaign)

Example:
This emotionally powerful series of TVCs showed mothers supporting their children’s journeys to becoming Olympic athletes. The ads aired globally during the Olympics, promoting multiple P&G brands.

Criticism:
Critics noted that while touching, the campaign sometimes generalized motherhood and traditional gender roles, not reflecting the diversity of modern families and caregivers.

Summary Table:

Campaign	Example Description	Criticism
Apple “1984”	Dystopian Super Bowl ad, cinematic	Abstract, little product detail
Coca-Cola “Share a Coke”	Name bottles, joyful sharing TVCs	Ignores health concerns, focus on personalization only
Guinness “Surfer”	Surfers waiting for the perfect wave	Metaphor too abstract for some viewers
P&G “Thank You, Mom”	Mothers supporting Olympic children	Can reinforce stereotypes, less inclusive of family diversity

C. Outdoor Advertising Campaign

Here are four globally recognized outdoor advertising campaigns, each with an example and constructive criticism:

1. British Airways—“#LookUp” Interactive Billboards

Example:
Digital billboards in London’s Piccadilly Circus displayed a child pointing to the sky every time a British Airways flight flew overhead. The billboard showed real-time flight details, creating a magical, interactive experience.

Criticism:
While innovative and attention-grabbing, the campaign was limited to a few high-profile locations and depended on advanced technology, making it inaccessible for wider or less tech-savvy audiences. Critics also noted it may not have translated well to regions with less air traffic.

2. Nike – “Run London..”

Example:
Nike filled London with bold, motivational outdoor ads encouraging participation in the “Run London” event. Slogans like “You either ran today or you didn’t” appeared on buses, buildings, and park benches, making running feel like a city-wide movement.

Criticism:
Although highly motivating for runners, critics argued the campaign didn’t address or include those unable to participate (due to health, age, or other barriers), thus potentially excluding parts of the community.

3. McDonald’s – “Sundial Billboard”

Example:
In Chicago, McDonald’s placed a giant billboard shaped like a sundial that cast a shadow on images of menu items corresponding to the time of day—coffee in the morning, burgers at lunch, and ice cream in the afternoon.

Criticism:
While clever and artistic, the sundial’s effectiveness depended on clear, sunny weather and the billboard’s exact placement. Cloudy days or incorrect orientation could completely obscure the message, thereby diminishing its impact.

4. The Economist—“Lightbulb Billboard”

Example:
A motion-sensor billboard in London featured a giant lightbulb that lit up as people walked underneath, paired with the tagline, “Get a bright idea.”

Criticism:
Although memorable, critics noted its limited reach—people needed to physically pass under the billboard to experience the effect. It was celebrated for creativity but questioned for efficiency in wide-scale brand communication.

Summary Table:

Campaign	Example Description	Criticism
British Airways “#LookUp”	Real-time flight-tracking, interactive billboard	Limited locations, high-tech dependency
Nike “Run London”	Motivational slogans citywide	Excluded non-runners, lacked inclusivity
McDonald’s “Sundial Billboard”	Shadow displays menu based on sun/time	Weather/placement-dependent, impact not guaranteed
The Economist “Lightbulb”	Motion-sensor bulb lights up for passersby	Limited reach, experiential, not always scalable

D. Digital Advertising Campaign

Here are four internationally recognized digital advertising campaigns from leading global brands/agencies, with examples and balanced criticism for each:

1. Nike – “Dream Crazy” (2018, Wieden+Kennedy)

Example:
This campaign featured Colin Kaepernick and inspired viewers to “Believe in something. Even if it means sacrificing everything.” The digital rollout included viral videos, social media challenges, and influencer amplification.

Criticism:
While hailed for boldness and social relevance, the campaign was also polarizing—sparking both passionate support and backlash, including some consumers boycotting Nike. Critics said it risked alienating segments of Nike’s customer base.

2. Dove – “Real Beauty Sketches” (Ogilvy & Mather, 2013)

Example:
Dove’s viral video campaign had a forensic artist draw women as they described themselves and again as others described them, highlighting the gap in self-perception. It was heavily promoted across YouTube, Facebook, and Twitter.

Criticism:
Despite its viral success and positive messaging, some argued the campaign still emphasized physical appearance. Critics pointed out that it continued to reinforce beauty as central to women’s self-worth.

3. Always – “#LikeAGirl” (Leo Burnett, 2014)

Example:
This digital campaign challenged stereotypes by showing how the phrase “like a girl” can be empowering. The video was widely shared on social media and started a global conversation about gender confidence.

Criticism:
While praised for empowering messaging, some critics questioned whether the campaign led to substantive social change or was primarily “hashtag activism” that benefited the brand more than the cause.

4. Old Spice—“The Man Your Man Could Smell Like” (Wieden+Kennedy, 2010)

Example:
Old Spice’s digital blitz featured humorous, fast-paced videos starring Isaiah Mustafa, with real-time video responses to fans on Twitter and YouTube, creating a viral sensation.

Criticism:
Despite its massive reach, some critics felt the campaign’s success was more about entertainment than lasting product loyalty—questioning whether it truly changed Old Spice’s market share or just its buzz.

Summary Table:

Campaign	Example Description	Criticism
Nike “Dream Crazy”	Viral video, social media, Kaepernick	Polarizing, risked alienating some customers
Dove “Real Beauty…”	Viral video, self-esteem message	Still focused on looks as central to self-worth
Always “#LikeAGirl”	Social video, hashtag empowerment	Questioned real-world impact, risked being “hashtag activism”
Old Spice “Man Your Man…”	Humorous viral videos, social engagement	More entertaining than loyalty-building for long-term sales

DDB Mudra Advertising campaign (Print, TVC, Outdoor & Digital Media)

Atish Singh January 4, 2026

Introduction

DDB Mudra Group stands as one of India’s largest integrated marketing communications networks, renowned for blending creativity with emotional storytelling to drive brand success. Originating from Mudra Communications, founded in 1980 by A.G. Krishnamurthy, it evolved into a full-fledged group after acquisition by DDB Worldwide (part of Omnicom) in phases from 2005 to 2011, rebranding as DDB Mudra. Headquartered in Mumbai with offices across major cities, it employs over 1,000 people across specialized units.

Founding and Evolution

Started in a modest 500 sq ft space with 15 professionals, Mudra pioneered integrated services including advertising, media, digital, OOH, experiential, and design consultancy. Under leaders like Madhukar Kamath, it grew into India’s trendsetter, launching MICA (now a top communications institute). Post-merger, DDB Mudra adopted “Unexpected Works” as its mantra, earning accolades like APAC Agency of the Year (2022) and #1 in India for four straight years (2022-2025).

Key Services

The group operates through agencies like DDB Mudra (influence/behavioral change), MudraMax (media/experiential), and specialists in data-driven marketing, youth engagement, and retail design. Capabilities span advertising, OOH, digital, promotions, and strategy for sectors like consumer goods, health, and lifestyle.

Notable Achievements

DDB Mudra has clinched Lions awards five years running (2018-2023), Network of the Year (2023 & 2025), and global metals at Cannes, Spikes Asia, and WARC (e.g., Indeed’s B2B Grand Prix 2023). Clients include top Indian brands, with campaigns shifting culture via emotional, inclusive ideas.

A. Print Advertising Campaign

Here are four notable print advertising campaigns by DDB Mudra, including a brief description, an example, and a balanced criticism for each:

1. Rasna – “I Love You Rasna”

Example:
A print campaign from the 1980s shows a cheerful Indian girl with the Rasna drink, with the tagline, “I Love You Rasna.” The visuals were bright, friendly, and targeted at families, quickly making Rasna a household name.

Criticism:
While the campaign was highly effective and memorable, some later critics noted that the messaging heavily relied on nostalgia and did not evolve much with changing market preferences. New competitors saw the campaign’s lack of innovation as a missed opportunity to further modernize the brand.

2. Peter England—“The Honest Shirt”

Example:
Print ads featured straightforward, clean visuals with crisp shirts and the tagline “The Honest Shirt,” communicating reliability and value.

Criticism:
Though the campaign was successful in establishing trust, critics argued that the messaging was a bit too generic and could apply to any basic shirt brand. Some felt it didn’t do enough to distinguish Peter England’s unique style or fashion quotient in a competitive market.

3. LIC – “Zindagi ke saath bhi, zindagi ke baad bhi”

Example:
Prints depicted life’s milestones (marriage, parenthood, and retirement) with the slogan “Zindagi ke saath bhi, zindagi ke baad bhi” (“With you in life and after life too”), emphasizing lifelong security.

Criticism:
While highly emotional and resonant, critics have pointed out that the campaign sometimes leaned on sentimentality without adequately explaining product features or financial benefits, which could have educated consumers more about insurance options.

4. Volkswagen – “Talking Newspaper” (2010)

Example:
A pathbreaking campaign where a chip embedded in the newspaper created an audio ad when the page was opened, accompanied by a print message introducing Volkswagen’s arrival in India.

Criticism:
While innovative, the campaign faced backlash for being intrusive, startling readers, and even causing complaints about waste and environmental impact from the electronic chip. Some questioned whether the stunt translated into meaningful long-term brand engagement.

Summary Table:

Campaign	Example Description	Criticism
Rasna	Cheerful kids: “I Love You, Rasna.”	Over-reliance on nostalgia, lack of evolution
Peter England	Clean shirts, “The Honest Shirt”	Too generic, not stylish/distinct enough
LIC	Life stages, “Zindagi ke saath bhi…”	Too sentimental, lacked educational content
Volkswagen “Talking Newspaper”	Print and audio newspaper innovation	Intrusive, environmental concerns, questionable impact

B. TVC Advertising Campaign

Here are four notable TVC (television commercial) advertising campaigns by DDB Mudra, each with an example and critical insight:

1. Volkswagen – “Das Auto” (2010 India Launch)

Example:
The TVC introduced Volkswagen to India, using the German phrase “Das Auto” (The Car) with a minimalistic style, focusing on the brand’s reputation and engineering.

Criticism:
While the campaign effectively positioned Volkswagen as a premium, global brand, critics felt it was too subtle and not localized enough for the Indian audience, who may not connect with the foreign language and understated messaging.

2. Reliance Jio—“Jio Digital Life”

Example:
TVCs showcased families and youth embracing a new digital era with affordable 4G data, highlighting video calls, music, and internet access as part of daily Indian life.

Criticism:
Though the campaign was relatable and aspirational, some critics argued it overpromised network performance, leading to disappointment when users faced actual service issues, thus risking a gap between perception and reality.

3. Future Group – “Big Bazaar: Isse Sasta Aur Accha Kahin Nahin”

Example:
The commercials featured typical Indian families excitedly shopping, emphasizing unbeatable savings and variety at Big Bazaar, with the jingle “Isse Sasta Aur Accha Kahin Nahin” (“There’s nothing cheaper or better”).

Criticism:
While catchy and memorable, some found the TVCs formulaic and repetitive over time. The depiction of bargain-hunting sometimes reinforced stereotypes rather than elevating the brand’s value proposition.

4. McDonald’s India – “Aap Ke Zamane Mein, Baap Ke Zamane Mein”

Example:
This humorous campaign drew comparisons between generations, with young people showing their parents how McDonald’s offers are better than what they had “in their time.”

Criticism:
Despite the humor, some critics felt the campaign didn’t sufficiently differentiate McDonald’s from local QSR competitors. The generational comparison, while amusing, risked alienating older viewers who might not appreciate the contrast.

Summary Table:

Campaign	Example Description	Criticism
Volkswagen “Das Auto”	Minimal launch, global positioning	Too subtle, lacked local connection
Reliance Jio “Digital Life”	Digital empowerment, family scenes	Overpromised network performance
Big Bazaar “Isse Sasta…”	Family shopping, savings jingle	Formulaic, reinforced stereotypes
McDonald’s “Aap Ke Zamane Mein”	Generational humor, value comparison	Did not differentiate enough; risked alienation

C. Outdoor Advertising Campaign

Here are four notable outdoor advertising campaigns by DDB Mudra, including campaign examples and critical perspectives:

1. Volkswagen – “Innovative Billboards” (India Launch)

Example:
DDB Mudra placed innovative billboards in metro cities like Mumbai and Delhi during Volkswagen’s India launch. Some billboards featured moving parts or lights that mimicked indicators, brake lights, or the iconic Beetle’s silhouette to highlight the brand’s engineering.

Criticism:
While attention-grabbing and aligned with Volkswagen’s innovation, critics felt the messaging was more artistic than informative. The novelty sometimes overshadowed the product features, leaving viewers impressed but not necessarily motivated to buy.

2. Incredible India—“God’s Own Country” outdoor series

Example:
Large-format outdoor hoardings with breathtaking visuals—such as Kerala’s backwaters and Rajasthan’s deserts—were used at airports, metro stations, and city centers as part of the “Incredible India” tourism push.

Criticism:
Though visually appealing, critics noted that the campaign sometimes relied too heavily on stereotypical imagery. It didn’t always showcase the diversity and lesser-known destinations, possibly missing an opportunity for a more nuanced narrative.

3. BPL Mobile – “Network Coverage”

Example:
Billboards displayed a simple, clever visual of network bars growing taller as they passed through the city, paired with the message “Full Signal, Everywhere.”

Criticism:
The cleverness of the design was praised, but critics pointed out that the campaign could backfire if users’ actual network experience didn’t match the promise, potentially damaging brand credibility.

4. McDonald’s India—“Happy Price Menu” Outdoor Campaign

Example:
Large, playful 3D installations and bus shelter wraps featuring the iconic fries and burgers were placed in high-traffic urban areas to promote the “Happy Price Menu.”

Criticism:
While visually impactful, some critics argued that the campaign focused more on brand visibility than on communicating the menu’s value or variety. It risked being considered superficial brand recall rather than driving footfalls or deeper engagement.

Summary Table:

Campaign	Example Description	Criticism
Volkswagen Innovative Billboards	Moving/lit billboards	Artistic, sometimes unclear on product details
Incredible India Outdoor Series	Beautiful scenic hoardings	Overuse of typical imagery, lacked diversity
BPL Mobile Network Coverage	Signal bar visuals on billboards	Risk of over-promising actual network experience
McDonald’s Happy Price Menu	3D fries, bus shelter wraps	Visually strong, less focus on detailed messaging

D. Digital Media Advertising Campaign

Here are four notable digital advertising campaigns by DDB Mudra, with campaign examples and criticism for each:

1. Stay free: #ProjectFreePeriod

Example:
Stayfree’s #ProjectFreePeriod was a digital campaign aimed at destigmatizing menstruation among sex workers. The initiative encouraged these women to use their menstrual days to learn new skills and build a better future. The campaign featured powerful videos, digital storytelling, and influencer outreach.

Criticism:
While the campaign was lauded for its social impact and creativity, critics pointed out that it ran the risk of being perceived as performative if not followed up with genuine support and long-term impact. Some also felt that the focus on “productivity” during periods could reinforce problematic notions of constant self-improvement.

2. Spotify India—#There’sAPlaylistForThat

Example:
DDB Mudra created quirky, relatable social media content and targeted digital ads that tied everyday Indian situations to curated Spotify playlists—like “Songs for Stuck in Traffic” or “Songs for Spicy Food Recovery.”

Criticism:
Though the campaign resonated with urban youth, some critics argued that the humor and references were too niche, possibly alienating smaller towns or non-English-speaking audiences. There was also a risk of message fatigue due to repetition.

3. Volkswagen – “Digitally Wired Cars” Launch

Example:
To showcase Volkswagen’s connected car features, DDB Mudra produced short digital films and interactive content demonstrating remote vehicle control, diagnostics, and safety features, distributed via YouTube, Instagram, and auto-enthusiast platforms.

Criticism:
Although the campaign’s digital content was technically impressive, critics pointed out that it frequently concentrated too much on features and lacked an emotional narrative to deeply engage viewers. The technical language and demos sometimes alienated less tech-savvy customers.

4. McDonald’s India—“Eat Qual”

Example:
The “EatQual” digital campaign promoted inclusivity by introducing packaging that made it easier for people with upper limb disabilities to enjoy McDonald’s burgers. The campaign used emotional storytelling on social media, digital films, and influencer partnerships.

Criticism:
Though widely praised for advocacy, some critics questioned the scale and follow-through of the initiative, asking whether the change was implemented at all outlets or only for the campaign’s sake. Others felt the impact would be limited if not part of a broader accessibility plan.

Summary Table:

Campaign	Example Description	Criticism
Stayfree #ProjectFreePeriod	Digital films, skill-building initiative	Risk of performative activism; focus on “productivity” debated
Spotify #There’sAPlaylist…	Relatable playlists for life moments	Too urban/English-focused; risk of message fatigue
Volkswagen Digitally Wired	Feature demos, interactive content	Overly technical, lacked emotional engagement
McDonald’s EatQual	Inclusive packaging, digital storytelling	Scale and long-term impact questioned; execution consistency

The FCB Ulka Advertising campaign includes print, TVC, outdoor, and digital media.

Atish Singh January 4, 2026

Introduction

FCB Ulka, a prominent creative agency under FCB Group India, has produced several landmark advertising campaigns, particularly for The Times of India, blending social commentary with bold visuals. These efforts often challenge norms and drive cultural conversations. Four notable campaigns exemplify their print and integrated prowess.

Times Out & Proud (2019)

FCB Ulka created a dedicated classifieds section in The Times of India for the LGBTQ+ community post-Section 377 decriminalization. Launched on International Day Against Homophobia, it included full-page print ads, digital films, OOH, and influencer activations, winning Gold at One Show APAC.

Sindoor Khela—No Conditions Apply (2017)

This campaign challenged Durga Puja’s exclusionary Sindoor Khela ritual via print ads and films urging “No Conditions Apply” for widows/divorcees. It sparked national debate, ranked #9 on WARC Creative 100, and garnered Cannes shortlists.

Full Page Print Innovation (2018)

Interactive print ads allowed readers to physically manipulate front-page elements to reveal hidden stories, celebrating TOI’s role in journalism. The innovative format blended tradition with engagement across newspapers.

Two Bins Life Wins (2021)

For Tata Trusts, print and OOH urged political parties to nominate 50% women candidates in Bihar elections via selfie campaigns. It boosted women’s representation and earned Cannes Lions nominations.

A. Print Advertising campaign

Here are four notable print advertising campaigns by FCB Ulka, each showcasing distinct creativity and impact:

Amul – “Floating Stories” (2024)
This groundbreaking campaign featured photostories of women dairy farmers printed directly on milk using innovative hydrographic techniques. When milk was poured into a water trough, the images floated to life—symbolically bringing their empowering narratives to visibility. It served as both a poetic and powerful tribute to these women, earning widespread acclaim and approximately 1.9 million views on Twitter.
Goafest 2017—”Gods of Advertising”
Designed for South Asia’s largest advertising festival, this print campaign depicted advertising legends as classical Greek gods. Rendered in fresco-style artwork and classical fonts, the posters, mailers, and press materials conveyed both grandeur and creativity—setting the tone for the festival.
Times of India—”Out & Proud Classifieds” (2021)
As part of a socially impactful print initiative, FCB Ulka created a dedicated classifieds section in the newspaper for the LGBTQ community. This campaign, named “Out & Proud,” offered visibility and dignity to LGBTQ individuals through personal announcements and messages. It earned international recognition with a Bronze Lion at Cannes Lions 2021.
Amul – Iconic “Amul Girl” Campaign (1966 onward)
Though predating FCB Ulka’s later work, the enduring “Amul Girl” mascot and the “Utterly Butterly” tagline were conceived by ASP, which later became part of FCB Ulka. This hand-drawn mascot appeared on hoardings, bus panels, and posters, becoming one of India’s most beloved and long-running print ad campaigns.

Summary of FCB Ulka’s standout print campaigns:

Floating Stories—Amul (2024): Milk-printed photostories celebrating women dairy farmers.
Gods of Advertising—Goafest (2017): Mythical-themed print visuals for an ad festival.
Out & Proud Classifieds—Times of India (2021): Inclusive print classifieds for the LGBTQ community.
Amul Girl Campaign—Amul (1966 onward): Iconic mascot and tagline in print advertising.

B. TVC Advertising campaign

Here are four notable TVC (television commercial) advertising campaigns created by FCB Ulka:

1. Sunfeast Dark Fantasy – “How Far Will You Go for a Dark Fantasy?”
The campaign features a series of humorous and dramatic commercials that depict people going to extraordinary lengths to enjoy Sunfeast Dark Fantasy biscuits. The campaign leverages the theme of irresistible temptation and indulgence.

2. Tata Motors – Tata Nano “Khushiyon Ki Chaabi”
This emotional TVC focused on how the Tata Nano became the “key to happiness” for middle-class Indian families. The commercials portray family moments, aspirations, and the joy of owning a car for the first time, making the Nano a symbol of dreams fulfilled.

3. Horlicks Women’s Plus—“Stories of Strength”
A set of TVCs highlighting real-life women who broke stereotypes and achieved extraordinary things, aligning with the product’s focus on bone health and women’s empowerment. The campaign celebrated strength—both physical and emotional—in Indian women.

4. Amul Milk—“Har“Ghar Amul Ghar”
A heartwarming TVC campaign showing how Amul milk is an integral part of joyful Indian households. The commercials focus on the everyday joys, family bonds, and health benefits associated with Amul, reinforcing the brand’s trusted image across generations.

C. Outdoor Advertising Campaign

FCB Ulka has executed four notable outdoor advertising campaigns, each showcasing creative innovation and impactful messaging:

Mumbai Traffic Police—“Falling Hoarding”
FCB Ulka created a striking public safety campaign for the Mumbai Traffic Police. The outdoor installation featured a large billboard intentionally tilted forward, held up only by a giant seatbelt—visually dramatizing the message that “seatbelts save.” This clever and arresting visual earned recognition at Cannes Lions under the Outdoor Lions category for public awareness.
Tata Motors – 24×7 On-Road Assistance
In a print and outdoor campaign for Tata Motors’ roadside assistance service, FCB Ulka used the everyday annoyance of newspaper ink smudging readers’ fingers. The ad showed a completely blackened newspaper page, with the tagline: “Don’t Get Your Hands Dirty.” This metaphor effectively communicated the brand’s clean and reliable assistance service.
Whirlpool—“Ek“Jodi Kapda, Skin Shirt”
For Whirlpool, FCB Ulka launched a guerrilla-style outdoor initiative addressing clothing waste. Volunteers wore T-shirts that looked like human skin—designed to shock and provoke thought—encouraging shoppers to donate their used clothes. The campaign included T-shirts placed in apparel stores, each with a QR code leading to a donation site. It was entered in the Guerrilla Marketing category at Cannes.
Draftfcb Ulka Office Creative (OOH Showcase)
FCB Ulka’s own office showcased creative outdoor installations, featured in an OOH Creative Showcase by afaqs! in July 2017. While details are limited, this internal campaign highlights the agency’s flair for creative expression and branding even within its workspace.

D. Digital Advertising Campaign

Here are four notable digital media advertising campaigns by FCB Ulka:

1. Horlicks Women’s Plus—“Stories of Strength”

A digital-first campaign celebrating real women who broke stereotypes and excelled in their fields—like India’s first female commando trainer and a female Dhaki (drummer). The campaign featured unscripted, authentic stories across social media and YouTube, emphasizing bone health and women’s empowerment.

2. Times of India—“Out & Proud Classifieds”

To support the LGBTQ+ community, FCB Ulka launched digital classifieds for LGBTQ+ announcements on Times of India’s website and social media. This innovative campaign gave the community a dignified, public platform online, earning international recognition and widespread social sharing.

3. ITC Sunfeast Farmlite – #HealthierYouAwaitsYou

For Children’s Day, FCB Ulka produced a digital film encouraging families to adopt healthier lifestyles. The story highlighted how kids follow their parents’ habits, urging adults to make positive changes. The campaign ran across Facebook, YouTube, and Instagram.

4. Tata Motors—#MadeOfGreat Digital Campaign

The digital activation celebrated everyday heroes and their inspiring journeys, aligning with the brand ambassador of Tata Motors, Lionel Messi. The campaign encouraged users to share their own #MadeOfGreat stories via Facebook, Twitter, and other digital platforms, creating high engagement and buzz online.

Summary Table:

Campaign	Brand	Key Digital Element
Stories of Strength	Horlicks	Real-life hero films on social media/YouTube
Out & Proud Classifieds	Times of India	LGBTQ+ digital classifieds, social sharing
#HealthierYouAwaitsYou	Sunfeast Farmlite	Digital film, hashtag engagement
#MadeOfGreat	Tata Motors	UGC, social media, influencer engagement

Integrated marketing communication

Atish Singh January 4, 2026

A. Emergence integrated marketing Communication

IMC is a method for producing an integrated brand involvement for consumers through different channels. In a short period of just over a decade, IMC has evolved around the world and developed the conventional type of business. To fully understand how integrated marketing works, it is beneficial to learn about its history. In the 1990s, many companies are shifting toward IMC, which includes coordinating the various promotional features along with other marketing actions that communicate with a firm’s customers.

According to Business Dictionary, an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other.

According to the American Marketing Association, integrated marketing communication is a concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines.

Promoters of the IMC notion, such as Don Schultz of Northwestern University, argue for an even broader perspective that considers all sources of brand or company contact that a customer or prospect has with a product or service.

In the commencement, this type of marketing only comprised public relations, advertising, events, and direct marketing. However, as technology evolved, electronic media became a significant part of integrated marketing. Integrated marketing certified businesses to more easily shift their marketing strategy as technological advances. As an outcome, IMC suited a crucial marketing system in current time. Nowadays, integrated marketing integrates all forms of marketing, for example, digital blogging and content marketing, indoor and outdoor marketing, social media and mobile marketing, public relations, events, and others.

Integrated marketing approaches have to be consistent because combining contemporary and traditional marketing guarantees that communications integrate the best of both worlds and reach all significant stakeholders. Communication is most operative when messages are passed without any disturbance and have the best clarity.

B. Role of Integrated marketing Communication

Introduction

Currently, the world is experiencing rapid changes and developments in various fields that affect organizations at different levels of progress. The markets in this segment have experienced intense competition among active organizations as they strive to meet customer needs and satisfaction while gaining reasonable advantages that help them maintain their status in terms of the services they provide.

Due to the significance of marketing communications and its role in raising and decreasing the risks observed by customers and the fact that we cannot judge the service except after buying it, maximum service organizations pay more attention to the quality and size of their marketing communications to attain good communication with their customers. In practice, the communication role is to create, implement, and maintain a unitary message in all aspects of a marketing campaign. Several role have caused IMC to play into a main policy for marketers in India; few of them are given below

The Indian market is now consuming a rural-urban mix form.
Multiplicity buying pattern. (Like agriculture buying, Industrial and consumer buying)
Consumer awareness is quick and swift
Indian consumers are becoming increasingly interested in new technology.
Indian consumers exhibit a diverse range of demographic, geographic, psychographic, and other traits.
Diversity in economic situations
Media advertising is shifting to multiple forms of communication that focus on target media.
The market is evolving from being dominated by manufacturers to becoming retailer-dominated and controlled by consumers, along with other changes.
Technology is getting updated quickly.
There are enormous options available to grow with the market.

C. Tools of Integrated marketing communication

Introduction

Nowadays marketers have more options than ever regarding how and where to promote or advertise products and services. If companies are ethically planning, communicating, and following industry guidelines, they will most likely earn the trust of their customers and target audience. Marketing communication tools are used to promote a company’s products and services. The significant tools of Integrated Marketing Communications are as follows:

1. Advertising

This tool can get your messages to a large number of consumers professionally through such ways as radio, TV, magazines, newspapers, the Internet, billboards, and other mobile technological communication devices. An ad has a very significant role that increases the visibility of your products on a huge scale.

2. Social Media

Social media (such as Facebook or Facebook pages, Instagram, YouTube, TikTok, app-based product marketing, etc.) is a tool/medium to support your business. Coupons, contests, samples, premiums, demonstrations, displays, or incentives are some ways to use this tool.

3. Sales Promotions

Sales promotions are an additional effective communication marketing tool. For consumers, sales promotions usually comprise discounts, coupons, and contests. “Buy one, get one free,” “Offer for a limited period,” “Festive seasonal offers,” etc. are well-known techniques of sales promotion.

4. Public Relations

Public relations is a significant technique that establishes a friendly relationship between a company or organization and the public. This integrated marketing communications tool originates through public appearances, news/press releases, or event sponsorships to build trust and goodwill by presenting the product, company, or person in a positive light.

5. Personal Selling

Personal selling is another universal communication marketing tool. Personal selling contains all person-to-person contact with customers with the purpose of presenting the product to the customer, convincing him or her of the product’s value, and closing the sale. Unlike advertising, personal selling involves direct contact between the buyer and seller.

6. Direct Marketing

Direct marketing is the technique of selling products and goods directly to customers through different mediums. This tool is applied for email, mail, and catalogues to encourage direct responses to radio and TV to reach targeted audiences to increase sales and test new products and alternate marketing tactics.

7. Events and Experiences

These are company-sponsored activities and programs designed to create brand-related contacts with customers. Sponsorships increase the visibility of the company.

D. Communication process of IMC

Introduction

Definition: Communication is a two-way process wherein the message in the form of ideas, thoughts, feelings, and opinions is transmitted between two or more persons with the intent of creating a shared understanding.

Image: https://sourceessay.com

1. Sender

The sender, or the communicator, is the person who initiates the conversation and has conceptualized the idea that he intends to convey it to others.

2. Encoding

The sender begins with the encoding process wherein he uses certain words or non-verbal methods such as symbols, signs, body gestures, etc., to translate the information into a message. The sender’s knowledge, skills, perception, background, competencies, etc., have a great impact on the success of the message.

3. Message

Once the encoding is finished, the sender receives the message that he intends to convey. The message can be written, oral, symbolic, or non-verbal, such as body gestures, silence, sighs, sounds, etc., or any other signal that triggers the response of a receiver.

4. Communication Channel

The sender chooses the medium through which he wants to convey his message to the recipient. It must be selected carefully to make the message effective and correctly interpreted by the recipient. The choice of medium relies on the interpersonal relationships between the sender and the receiver, as well as the urgency of the message. Oral, virtual, written, sound, gesture, etc. are some of the commonly used communication mediums.

5. Receiver

The receiver is the person for whom the message is intended or targeted. He endeavors to understand it as effectively as possible, ensuring the achievement of the communication objective. The degree to which the receiver decodes the message depends on his knowledge of the subject matter, experience, trust, and relationship with the sender.

6. Decoding

Here, the receiver interprets the sender’s message and tries to understand it in the best possible manner. Effective communication occurs only if the receiver understands the message in exactly the same way as it was intended by the sender.

7. Feedback

Feedback is the last step that confirms the receiver got the message and understood it as the sender intended. It increases the effectiveness of the communication, as it permits the sender to know the efficacy of his message. The receiver’s response can be verbal or non-verbal.

E. The IMC Planning Process

Introduction

Traditional media approaches to influence consumers have transformed with the Internet and social media adding complication to the marketing mix. Traditional media, the Internet, and social media offer chances to influence consumers in many ways. Philip Kotler, one of the legendary figures in marketing, provides a great quote that sums up integrated marketing communications. “Integrated marketing communication is a way of looking at the whole marketing process from the viewpoint of the customers.”

According to Belch G. & M. Belch, they suggest that the IMC process consists of six steps outlined below:

1. Contextual or Situational Analysis

The first stage of the IMC planning process is to conduct a situational/contextual analysis. This can involve a SWOT analysis (strengths, weaknesses, opportunities, and threats) and an external and internal environmental analysis.

2. Target Markets

You need to decide who your target markets are and map them on a demographic and psychographic level. Then you need to decide what the benefits are to the consumer and why they would use the product.

3. Communication Objectives

The third step of the IMC planning process is to decide what the communication objectives are. These are objectives that your company wants to communicate to the public and their target audience. Some examples of these are

Develop brand awareness
Change customer beliefs
Enhance brand image
Increase sales
Reinforce purchase decisions

4. Budget

The types of budgets that companies have can vary. These can be a percentage of sales, competitive partially, a percentage of profit, or a budget depending on objectives and tasks and how much the company can afford.

5. Marketing Mix Strategy

The marketing mix is selected in line with the communication objectives and in liaison with the budget selected.

6. Evaluating the program.

The final step of the IMC planning process is evaluating the program. This can be done by certain social media metrics, by analyzing online traffic with the use of Google Analytics, and by sales and social media tools that allow you to track engagement with certain items.

Media coverage of the foreign policy Indian governments

Atish Singh January 4, 2026

Media is key to determining public perception and influencing public discourse on government policies. In the Indian context, where governance affects the lives of over 1.3 billion people, the media’s coverage of government policies is of utmost importance. This section provides a detailed exploration of the use of media in covering the policies of the Indian government, shedding light on the dynamics, challenges, and responsibilities faced by journalists in this critical domain.

1. The Role of Media in Democracy

A robust and independent media is essential for a thriving democracy. In India, the media, being the fourth pillar of Indian democracy, acts as a crucial bridge between the government and its citizens, providing information, analysis, and scrutiny of government policies. By holding the government accountable, the media serves as a watchdog, facilitating transparency and fostering informed public debates.

2. The Power of Agenda Setting

Media coverage has the power to set the agenda for public discussions on government policies. Journalists and news organizations decide which policies receive prominence and how they are framed, influencing public perception and understanding. The media’s selection of policy issues, angles, and narratives shapes the public’s priorities, making agenda setting a significant responsibility for journalists.

3. Objective Reporting vs. Advocacy Journalism

Journalists face the challenge of maintaining objectivity while reporting on government policies. Striking the right balance between objective reporting and advocacy journalism can be complex. While journalists should present factual information and diverse perspectives, they must also critically analyze policies, evaluate their impact, and hold the government accountable for its actions.

4. Challenges of Access and Information Flow

Journalists often face challenges in accessing accurate and timely information about government policies. Government agencies may selectively disseminate information, hindering journalists’ ability to provide comprehensive coverage. Obtaining access to key decision-makers, relevant documents, and data can be a daunting task, requiring persistence, source-building, and investigative skills.

5. Media Biases and Ideological Influences

Media biases and ideological influences can impact the coverage of government policies. Journalists and news organizations may hold inherent biases that influence their reporting, framing, and interpretation of policies. These elements can result in either a favorable or critical portrayal of government initiatives, potentially shaping public opinion in the process.

6. Balancing Complexity and Simplification

Government policies often involve intricate details and technical jargon that may be challenging for the general public to comprehend. Journalists face the task of simplifying complex policy matters without oversimplifying or distorting the information. For communication to work and for people to understand, it’s important to achieve the right balance between accuracy and accessibility.

The media’s coverage of government policies in India carries immense significance in a democratic society. Journalists play a critical role in informing citizens, analyzing policies, and holding the government accountable. By understanding the dynamics of media coverage, the challenges faced by journalists, and the ethical responsibilities they carry, media students can equip themselves to become informed, fair, and responsible journalists who contribute to a vibrant and well-informed democracy.

Foreign Policy

Introduction

Indian foreign policy holds serious implications for the country’s global standing, international relations, and national interests. The role of media in covering foreign policy is crucial, as it shapes public perception, offers perspectives about diplomatic endeavors, and fosters informed discussions on global affairs. This section examines the dynamic use of media in covering Indian foreign policy, exploring key aspects, challenges, and recent prominent examples from a journalistic standpoint.

Covering Indian foreign policy requires journalists to navigate complex international relations, balance diplomatic sensitivities, and provide accurate analysis. Journalists play a vital role in informing the public about India’s engagement with the world, the country’s positions on global issues, and the impact of foreign policy decisions. By upholding journalistic ethics, critically analyzing policies, and seeking diverse perspectives, journalists contribute to informed public debates on India’s role in the international arena.

1. Shaping Public Perception

Media coverage plays a significant role in shaping public perception of India’s foreign policy and its global engagements. Journalists have the responsibility to present accurate and comprehensive coverage that elucidates the government’s positions, diplomatic strategies, and international commitments. By providing balanced and contextualized reporting, media outlets influence public understanding of India’s role in the world.

2. Analyzing Diplomatic Strategies

Journalists covering foreign policy must analyze and interpret the diplomatic strategies employed by India. This involves examining bilateral and multilateral engagements, analyzing key speeches and statements by political leaders, and evaluating the objectives and outcomes of diplomatic efforts. By providing insightful analysis, journalists contribute to a deeper understanding of India’s diplomatic endeavors.

3. Diverse Perspectives and Expert Opinions

Media coverage of Indian foreign policy should incorporate diverse perspectives and seek insights from experts in international relations, diplomacy, and regional studies. Journalists should engage with analysts, diplomats, and scholars to provide nuanced perspectives and foster informed discussions. These diverse viewpoints enhance the depth and quality of media coverage, offering readers a more comprehensive understanding of complex global issues

4. Balancing National Interests and Global Responsibilities

Coverage of Indian foreign policy necessitates balancing national interests with global responsibilities. Journalists should critically analyze how India’s foreign policy decisions impact national security, economic growth, and regional stability. They should also explore how India navigates its international commitments, such as sustainable development goals, human rights, and global cooperation, while safeguarding its own interests.

Prominent Recent Examples

Recent examples of media coverage of Indian foreign policy include the India-China border tensions, India’s participation in international climate change negotiations, and India’s diplomatic engagements in the Indo-Pacific region. Journalists played a crucial role in reporting on these developments, providing analysis, expert opinions, and real-time updates. Accurate and timely reporting on these matters contributed to informed public discussions and a better understanding of India’s foreign policy priorities.

1. Communication and Public Diplomacy

Media coverage plays a significant role in communicating India’s foreign policy positions to both domestic and international audiences. Journalists act as intermediaries, conveying diplomatic messages, explaining policy decisions, and projecting India’s image on the global stage. Through responsible reporting and accurate representation, journalists contribute to effective public diplomacy, promoting India’s interests and values worldwide.

2. Contextualizing Geopolitical Dynamics

Media coverage of Indian foreign policy should place it within the broader geopolitical context. Journalists should analyze the evolving global landscape, major international trends, and regional dynamics to provide a comprehensive understanding of India’s foreign policy decisions. This contextualization enables readers to grasp the strategic considerations, alliances, and interests that shape India’s engagements with other nations.

3. Diplomatic Disputes and Conflict Resolution

Foreign policy coverage often involves reporting on diplomatic disputes and efforts towards conflict resolution. Journalists play a crucial role in examining the root causes, historical context, and potential solutions to such conflicts. By providing in-depth analysis, interviewing experts, and reporting on peace-building initiatives, media coverage contributes to public awareness and encourages dialogue and understanding.

4. Tracking International Agreements and Treaties

Media coverage should closely monitor India’s participation in international agreements, treaties, and forums. Journalists should analyze the implications of such engagements on national interests, economic cooperation, and global governance. By reporting on India’s commitments and outcomes of international negotiations, media coverage enhances public understanding of India’s role in shaping the global agenda.

5. Evaluating Public Diplomacy Initiatives

Indian foreign policy often includes public diplomacy initiatives aimed at promoting the nation’s image, culture, and values abroad. Journalists should evaluate the effectiveness and impact of these initiatives in shaping international perceptions of India. By critically examining the outcomes and public responses to public diplomacy efforts, media coverage contributes to a broader understanding of India’s soft power and its influence in the global arena.

Conclusion

Media coverage of Indian foreign policy holds immense significance in informing, shaping, and fostering public understanding of India’s global engagements. Journalists, armed with journalistic integrity, critical analysis skills, and a commitment to unbiased reporting, play a pivotal role in providing accurate, insightful, and balanced coverage. By comprehensively covering foreign policy, media students can contribute to informed public discourse, promote transparency, and actively participate in shaping India’s role in the global arena.

Case study on Iran Nuclear Deal

Introduction

Media is key to determining public opinion, influencing political discourse, and ultimately impacting the formation of national and foreign policies. The negotiation and implementation of the Iran Nuclear Deal is a recent example of how important the media is in making policy. This complex and highly debated agreement between Iran and world powers was heavily influenced by media coverage, which shaped public perception, influenced political decision-making, and ultimately impacted the policy outcome.

Background

The Iran Nuclear Deal, officially known as the Joint Comprehensive Plan of Action (JCPOA), was an agreement signed in 2015 between Iran and the P5+1 group of countries (United States, United Kingdom, France, Germany, Russia, and China) along with the European Union. The aim of the deal was to curb Iran’s nuclear program in exchange for the lifting of economic sanctions.

Role of Media in Policy Formation

Throughout the negotiation and implementation process of the Iran Nuclear Deal, media coverage played a pivotal role in shaping the direction and outcome of the policy. Several key aspects highlight the influence of media:

1. Shaping Public Opinion

Media coverage significantly influenced public opinion regarding the Iran Nuclear Deal. Different media outlets presented varying perspectives, ranging from support for diplomacy and engagement to skepticism and criticism. News articles, opinion pieces, and televised debates provided information and analysis that shaped public perception of the agreement, impacting public support or opposition.

2. Framing the Narrative

Media framing played a critical role in shaping the narrative surrounding the Iran nuclear deal. Journalists and media organizations framed the deal based on their ideological and geopolitical perspectives. Some portrayed the agreement as a historic diplomatic achievement, emphasizing its potential to prevent Iran from obtaining nuclear weapons. Others framed it as a flawed and dangerous compromise, highlighting potential risks and loopholes.

3. Influencing Political Decision-Making

Media coverage influenced political decision-making processes surrounding the Iran Nuclear Deal. Political leaders and policymakers closely monitor public opinion as they make policy choices. The media’s portrayal of the deal and its perceived public reception influenced the positions taken by political leaders, impacting their support, opposition, or willingness to negotiate.

4. Shaping International Relations

Media coverage of the Iran Nuclear Deal had a significant impact on international relations. The portrayal of the agreement in global media influenced how other countries, including key stakeholders in the deal, perceived and responded to it. Media coverage helped shape the international community’s view of the agreement, influencing its implementation and potential future diplomatic engagements.

5. Ethical Considerations

Ethical considerations for journalists reporting on policies with significant international implications like the Iran Nuclear Deal include:

6. Accuracy and Fairness

Journalists have a responsibility to provide accurate and fair reporting, presenting multiple perspectives and avoiding undue bias. Reporting should be based on verified information and expert analysis to ensure an informed public discourse.

7. Contextual Understanding

Journalists should strive to provide context and background information to enhance public understanding of complex policy issues. This includes explaining the historical, geopolitical, and strategic factors that shape policy decisions and their potential consequences.

8. Transparency and Accountability

Journalists should hold political leaders and policymakers accountable for their actions and decisions. This involves investigating and reporting on potential motives, interests, and consequences of policy choices, promoting transparency and accountability in policy-making processes.

Conclusion

The Iran Nuclear Deal serves as a recent example highlighting the significant role of media in the formation of national and foreign policies. Media coverage influenced public opinion, framed the narrative, influenced political decision-making, and shaped international relations.

Ethical considerations, such as accuracy, fairness, contextual understanding, and accountability, play a crucial role in ensuring responsible journalism in the coverage of policies with far-reaching implications. Understanding the media’s influence in policy formation is vital for individuals to engage in informed and critical discussions and for policymakers to consider the broader impact of media narratives.

It is important for journalists to approach policy-related coverage with integrity, avoiding sensationalism and providing accurate, balanced, and nuanced reporting. In doing so, they can help foster a well-informed public discourse and contribute to the democratic process.

Additionally, media consumers must develop media literacy skills to critically evaluate news coverage, recognize bias, and seek multiple perspectives. By engaging with diverse sources of information and maintaining a discerning approach, individuals can form their own well-rounded opinions and actively participate in shaping national and foreign policies.

Ultimately, the example of the Iran Nuclear Deal illustrates how media coverage can significantly influence the formation of policies with global implications. Recognizing and understanding the power of media in shaping public opinion and political decision-making is essential for both journalists and citizens. By promoting responsible journalism and media literacy, we can strive for a more transparent, informed, and inclusive policy-making process that addresses the complex challenges of our interconnected world.

Media coverage of the defence policy Indian governments

Atish Singh January 4, 2026

Introduction

Media is key to determining public perception and influencing public discourse on government policies. In the Indian context, where governance affects the lives of over 1.3 billion people, the media’s coverage of government policies is of utmost importance. This section provides a detailed exploration of the use of media in covering the policies of the Indian government, shedding light on the dynamics, challenges, and responsibilities faced by journalists in this critical domain.

1. The Role of Media in Democracy

A robust and independent media is essential for a thriving democracy. In India, the media, being the fourth pillar of Indian democracy, acts as a crucial bridge between the government and its citizens, providing information, analysis, and scrutiny of government policies. By holding the government accountable, the media serves as a watchdog, facilitating transparency and fostering informed public debates.

2. The Power of Agenda Setting

Media coverage has the power to set the agenda for public discussions on government policies. Journalists and news organizations decide which policies receive prominence and how they are framed, influencing public perception and understanding. The media’s selection of policy issues, angles, and narratives shapes the public’s priorities, making agenda setting a significant responsibility for journalists.

3. Objective Reporting vs. Advocacy Journalism

Journalists face the challenge of maintaining objectivity while reporting on government policies. Striking the right balance between objective reporting and advocacy journalism can be complex. While journalists should present factual information and diverse perspectives, they must also critically analyze policies, evaluate their impact, and hold the government accountable for its actions.

4. Challenges of Access and Information Flow

Journalists often face challenges in accessing accurate and timely information about government policies. Government agencies may selectively disseminate information, hindering journalists’ ability to provide comprehensive coverage. Obtaining access to key decision-makers, relevant documents, and data can be a daunting task, requiring persistence, source-building, and investigative skills.

5. Media Biases and Ideological Influences

Media biases and ideological influences can impact the coverage of government policies. Journalists and news organizations may hold inherent biases that influence their reporting, framing, and interpretation of policies. These elements can result in either a favorable or critical portrayal of government initiatives, potentially shaping public opinion in the process.

6. Balancing Complexity and Simplification

Government policies often involve intricate details and technical jargon that may be challenging for the general public to comprehend. Journalists face the task of simplifying complex policy matters without oversimplifying or distorting the information. For communication to work and for people to understand, it’s important to find the right balance between accuracy and accessibility.

The media’s coverage of government policies in India carries immense significance in a democratic society. Journalists play a critical role in informing citizens, analyzing policies, and holding the government accountable. By understanding the dynamics of media coverage, the challenges faced by journalists, and the ethical responsibilities they carry, media students can equip themselves to become informed, fair, and responsible journalists who contribute to a vibrant and well-informed democracy.

Defence Policy

Introduction

The realm of Indian defense policy is crucial for national security and has far-reaching implications for the country’s geopolitical standing. The role of media in covering defense policy is of paramount importance, as it is instrumental in determining public perception, fostering transparency, and promoting informed debates. This section examines the complex role of media in covering Indian defense policy, highlighting key aspects, challenges, and recent prominent examples from a journalistic standpoint.

Journalists must delicately balance national security considerations with the public’s right to know when reporting on defense policy. Journalists play a critical role in providing accurate, timely, and comprehensive coverage of defense policies, armed forces, and national security challenges. By upholding journalistic principles of objectivity, verification, and accountability, journalists can contribute to an informed public discourse and ensure responsible reporting on defense matters.

1. Navigating National Security and Transparency

Coverage of Indian defense policy poses a unique challenge for media outlets due to the sensitive nature of national security. Journalists must delicately balance the need for transparency with the need to protect sensitive information that could jeopardize national interests. Striking a balance between the public’s right to know and the imperative of protecting classified information is a crucial responsibility for journalists covering defense policy.

2. Geopolitical Context and Strategic Implications

Media coverage of Indian defense policy should place it within the broader geopolitical context. Journalists must analyze the strategic implications of defense policies, taking into account regional dynamics, alliances, and emerging global trends. This contextualization enhances public understanding of the country’s defense posture and its implications for national security.

3. Expert Insights and Analysis

Coverage of defense policy necessitates seeking expert opinions and analysis from military strategists, defense analysts, and security experts. Journalists should engage with these experts to provide nuanced perspectives, offer historical context, and assess the efficacy of defense policies. Expert insights contribute to a more comprehensive understanding of defense matters and help bridge the gap between technical jargon and public comprehension.

4. Safeguarding National Interest

Media coverage of defense policy requires journalists to exercise caution and responsibility in protecting the national interest. Sensationalism or speculative reporting on sensitive defense matters can have adverse consequences, impacting national security and compromising the effectiveness of military operations. Ethical considerations and fact-checking are key to guaranteeing accurate and responsible reporting.

5. Prominent Recent Examples

Recent developments such as the acquisition of advanced defense equipment, border tensions, and military modernization efforts have garnered significant media attention. Journalists play a pivotal role in covering these events, providing analysis, expert opinions, and real-time updates to the public. Accurate and unbiased reporting on such incidents contributes to informed public discussions and helps foster trust in the media’s role as an informant during critical moments.

6. Defence Procurement and Accountability

Media coverage should scrutinize defense procurement processes, including contracts, acquisitions, and offsets. Journalists should investigate potential irregularities, conflicts of interest, and the transparency of procurement practices. Holding the government and defense establishments accountable ensures efficient utilization of public funds and enhances the overall efficacy of defense policy implementation.

7. Balancing National Security and Public Interest

Journalists covering defense policy must strike a delicate balance between national security imperatives and the public’s right to be informed. While ensuring the protection of sensitive information, journalists have a responsibility to keep the public informed about defense matters that directly impact their safety, national resources, and strategic interests. This delicate balancing act requires meticulous verification, responsible reporting, and adherence to ethical standards.

8. Bridging the Civil-Military Gap

Coverage of Indian defense policy can contribute to bridging the civil-military gap by facilitating a deeper understanding of the armed forces among the general public. Journalists should try to show the military’s roles, problems, and contributions in a way that makes people appreciate, respect, and empathize with them. Media coverage can create a sense of unity and national pride by making the experiences of armed forces personnel more relatable and showing how dedicated they are.

9. Embedding Journalists in Defence Operations

In some cases, journalists may be embedded with defense forces during operations to get firsthand accounts and insights. This practice allows journalists to report on defense operations with accuracy, authenticity, and a more profound understanding of the complexities involved. Embedding also enables journalists to showcase the professionalism and sacrifices of the armed forces while adhering to agreed-upon operational security guidelines.

10. Advocating for Transparency and Accountability

Media coverage should advocate for transparency and accountability in defense policies and decision-making processes. Journalists play an important role in looking into cases of corruption, mismanagement, or inefficiency in the defense establishment. By bringing these kinds of problems to light, media coverage can help create a culture of openness, responsible government, and constant improvement in the defense sector.

Media coverage of Indian defense policy serves as a critical pillar of democracy by providing citizens with vital information about national security, military operations, and defense strategies. Journalists, as responsible and ethical conduits of information, play a pivotal role in ensuring accurate, balanced, and comprehensive reporting. By adhering to journalistic principles and addressing the unique challenges of covering defense policy, media students can contribute to informed public discourse, transparency, and accountability in matters of national security.

Media coverage of the economic policy Indian Governments

Atish Singh January 4, 2026

MEDIA COVERAGE OF INDIAN GOVERNMENT’S

Introduction

Media is key to determining public perception and influencing public discourse on government policies. In the Indian context, where governance affects the lives of over 1.3 billion people, the media’s coverage of government policies is of utmost importance. This section provides a detailed exploration of the use of media in covering the policies of the Indian government, shedding light on the dynamics, challenges, and responsibilities faced by journalists in this critical domain.

1. The Role of Media in Democracy

A robust and independent media is essential for a thriving democracy. In India, the media, being the fourth pillar of Indian democracy, acts as a crucial bridge between the government and its citizens, providing information, analysis, and scrutiny of government policies. By holding the government accountable, the media serves as a watchdog, facilitating transparency and fostering informed public debates.

2. The Power of Agenda Setting

Media coverage has the power to set the agenda for public discussions on government policies. Journalists and news organizations decide which policies receive prominence and how they are framed, influencing public perception and understanding. The media’s selection of policy issues, angles, and narratives shapes the public’s priorities, making agenda setting a significant responsibility for journalists.

3. Objective Reporting vs. Advocacy Journalism

Journalists face the challenge of maintaining objectivity while reporting on government policies. Striking the right balance between objective reporting and advocacy journalism can be complex. While journalists should present factual information and diverse perspectives, they must also critically analyze policies, evaluate their impact, and hold the government accountable for its actions.

4. Challenges of Access and Information Flow

Journalists often face challenges in accessing accurate and timely information about government policies. Government agencies may selectively disseminate information, hindering journalists’ ability to provide comprehensive coverage. Obtaining access to key decision-makers, relevant documents, and data can be a daunting task, requiring persistence, source-building, and investigative skills.

5. Media Biases and Ideological Influences

Media biases and ideological influences can impact the coverage of government policies. Journalists and news organizations may hold inherent biases that influence their reporting, framing, and interpretation of policies. These elements can result in either a favorable or critical portrayal of government initiatives, potentially shaping public opinion in the process.

6. Balancing Complexity and Simplification

Government policies often involve intricate details and technical jargon that may be challenging for the general public to comprehend. Journalists face the task of simplifying complex policy matters without oversimplifying or distorting the information. For communication to work and for people to understand, it’s important to find the right balance between accuracy and accessibility.

The media’s coverage of government policies in India carries immense significance in a democratic society. Journalists play a critical role in informing citizens, analyzing policies, and holding the government accountable. By understanding the dynamics of media coverage, the challenges faced by journalists, and the ethical responsibilities they carry, media students can equip themselves to become informed, fair, and responsible journalists who contribute to a vibrant and well-informed democracy.

A. ECONOMIC POLICY

Introduction

The Indian economy is a dynamic and complex landscape, where government policies hold significant implications for millions of citizens. The role of media in covering economic policy is crucial, as it shapes public perception, influences investor sentiment, and provides valuable insights to stakeholders. This section delves into the nuanced use of media in the coverage of Indian economic policy, analyzing key aspects, challenges, and recent prominent examples from a journalistic standpoint.

Journalists covering economic policy face the challenge of simplifying complex economic concepts while maintaining accuracy and depth. Reporting on economic policies demands a careful balance between technical details and their impact on people’s lives. Journalists play a critical role in providing unbiased analysis, examining the consequences of policies, and facilitating informed public discussions. Their ability to uncover crucial information, critically evaluate economic decisions, and present diverse viewpoints is instrumental in shaping the public’s understanding and fostering an environment of accountability.

1. Setting the Narrative: Media’s Agenda-Setting Power

Media outlets possess the power to shape the narrative around economic policies. Through careful selection of stories, framing, and emphasis on specific aspects, they influence public perception and the priorities of economic debates. Journalists, as agenda-setters, hold a responsibility to prioritize issues of national importance, provide nuanced perspectives, and avoid sensationalism while covering economic policy.

2. Interplay between Politics and Economics

The coverage of economic policy often intersects with political considerations. Media coverage tends to focus on the political implications of economic decisions, highlighting winners and losers, and scrutinizing the government’s approach. Journalists must navigate this complex terrain, offering objective analysis while avoiding partisan biases and maintaining the necessary independence to critique policies irrespective of political affiliations.

3. The Role of Experts and Analysts

Media coverage of economic policy frequently incorporates expert opinions and analysis. Journalists rely on economists, financial experts, and policy analysts to provide insights and interpret the potential impacts of policies. Engaging a diverse range of experts allows for a comprehensive evaluation of economic policies and fosters a more informed public discourse.

4. Balancing Complexity and Accessibility

Economic policies are often intricate, involving technical jargon and complex concepts. Journalists face the challenge of presenting these policies in a manner that is accessible to a broad audience without oversimplifying or diluting the core issues. Skillful storytelling, clear explanations, and relatable examples help bridge the gap, ensuring that the complexities of economic policy are understood by the public.

5. Recent Prominent Examples

Recent economic policy developments in India have garnered significant media attention. Examples include the introduction of the Goods and Services Tax (GST), demonetization, and various reforms such as the Insolvency and Bankruptcy Code (IBC). Media coverage of these policies highlighted their potential impact on businesses, employment, and overall economic growth. Journalists played a critical role in analyzing the consequences, soliciting expert opinions, and scrutinizing the government’s approach.

6. Sensitizing Socioeconomic Impact

Media coverage of economic policy should strive to shed light on the socioeconomic impact of government decisions. Journalists have a responsibility to go beyond abstract economic indicators and explore the real-world consequences of policies on different sections of society. By highlighting stories of individuals and communities affected by economic policies, media coverage can bring forth the human dimension and foster empathy among the public.

7. Diverse Perspectives and Stakeholder Engagement

Media coverage should aim to incorporate diverse perspectives and engage with various stakeholders affected by economic policies. This includes seeking input from businesses, labor unions, think tanks, and grassroots organizations to provide a holistic view of the impacts and potential alternatives. By representing a range of voices, journalists can contribute to a more inclusive and well-rounded analysis of economic policies.

8. Monitoring and Accountability

Media plays a crucial role in monitoring the implementation and effectiveness of economic policies over time. Journalists should follow up on policy outcomes, track progress, and assess whether the intended objectives are being achieved. By holding the government accountable for its economic decisions, media coverage acts as a vital check and balance, ensuring transparency and responsible governance.

9. Data Journalism and Fact-Checking

Economic policy discussions heavily rely on data and statistics. Journalists equipped with data journalism skills can effectively analyze and present complex economic information to the public. Fact-checking economic claims and scrutinizing government data adds credibility to media coverage and safeguards against the spread of misinformation or propaganda.

10. Economic Policy as a Public Interest Issue

Media coverage of economic policy should frame it as a matter of public interest rather than a purely technical or academic subject. Journalists can highlight the links between economic policies and broader societal issues such as poverty, inequality, employment, and environmental sustainability. By contextualizing economic policy within the larger socioeconomic context, media coverage can foster public engagement and promote an informed public dialogue.

The media’s coverage of Indian economic policy plays a pivotal role in informing, engaging, and empowering citizens. Journalists, armed with journalistic integrity, analytical skills, and a commitment to responsible reporting, have the ability to shape public understanding, influence policy debates, and hold the government accountable. By comprehensively covering economic policies, aspiring journalists can contribute to a more informed citizenry, promote transparency, and actively participate in shaping India’s economic future.

BJP CAMPAIGNS IN INDIA

Atish Singh January 3, 2026

Introduction

In the vibrant political landscape of India, election campaigns play a crucial role in shaping public opinion. The Bharatiya Janata Party (BJP), one of India’s major political parties, has effectively utilized the media to amplify its messages and connect with voters. This section will provide an in-depth analysis of the BJP’s use of media in its election campaigns, exploring key strategies employed, their impact, and the broader implications for journalism.

1. Harnessing Mass Media

The BJP has leveraged traditional mass media channels, such as television, radio, and print, to disseminate its campaign messages. Through carefully crafted advertisements, interviews, and editorials, the party reaches a wide audience, maximizing its visibility and influence. Mass media platforms allow the BJP to target diverse segments of society and create a narrative that resonates with the electorate.

2. Digital Dominance

The BJP has embraced the digital era, recognizing the potential of social media and online platforms in reaching and mobilizing voters. The party’s extensive social media presence, including active accounts on platforms like Facebook, Twitter, and Instagram, enables direct communication with supporters and facilitates the rapid dissemination of party propaganda. This digital dominance has allowed the BJP to engage with tech-savvy audiences and counter rival narratives.

3. Narrative Building

BJP election campaigns are characterized by their ability to craft persuasive narratives. The party strategically positions itself as a champion of nationalism, development, and cultural preservation. By utilizing media platforms, the BJP has effectively propagated its ideologies and policy initiatives, often presenting them as the solutions to the nation’s challenges. This narrative building creates an emotional connection with voters and reinforces the party’s image.

4. Media Management

The BJP has adeptly managed media relations, nurturing favorable relationships with select media outlets. Through exclusive interviews, press conferences, and well-placed opinion pieces, the party ensures its messages are amplified by sympathetic journalists and media houses. By establishing a symbiotic relationship, the BJP maintains a positive media narrative while keeping detractors at bay.

5. Balancing Political Communication

The BJP employs a delicate balance between centralized political communication and decentralized messaging. The party’s leadership, including icons like the prime minister, sets the overarching agenda and narrative. However, regional and local leaders are empowered to tailor their messages to specific constituencies, ensuring a personalized approach that resonates with diverse voter groups.

6. Controversies and Media Scrutiny

Media coverage of the BJP’s election campaigns is not without controversy. Critics accuse some media outlets of biased reporting, favoring the party and providing uncritical coverage. On the other hand, the BJP often faces intense media scrutiny, particularly regarding sensitive issues such as religious tensions or policy decisions. These dynamics reflect the delicate balance between media objectivity and partisan biases.

7. Amplification through Public Events

In addition to mass media and digital platforms, the BJP leverages large-scale public events as a powerful tool for media coverage. Rallies, roadshows, and public addresses featuring key party leaders generate immense media attention. These events create a sense of momentum and enthusiasm around the party, projecting an image of widespread support and energizing the party’s cadre.

8. Branding and Symbolism

The BJP excels in crafting a strong brand identity and employing symbolic messaging in its election campaigns. The party’s distinctive logo, slogans, and symbols, such as the lotus flower, effectively create a visual association with the BJP’s values and ideology. This branding strategy enhances recognition and recall among voters, further reinforced through media coverage and advertisements.

9. Strategic Messaging

The BJP carefully tailors its messaging to appeal to different segments of society. By understanding the diverse demographics and regional dynamics of India, the party delivers targeted messages that resonate with specific voter groups. The media plays a crucial role in amplifying these messages, ensuring they reach the intended audiences and generate the desired impact.

10. Responding to Media Landscape Changes

The BJP has displayed an ability to adapt to evolving media trends. As the consumption patterns shift towards digital platforms, the party has embraced technologies such as live streaming, podcasts, and interactive content to engage with a younger and tech-savvy audience. This adaptability allows the BJP to remain at the forefront of media innovation and maintain relevance in an ever-changing media landscape.

The BJP’s use of media in its election campaigns highlights the party’s astute understanding of the evolving media landscape and its potential to shape public opinion. Through a multifaceted media strategy that encompasses mass media, digital platforms, narrative building, and media management, the BJP has successfully connected with voters, disseminated its political agenda, and consolidated its support base. This case study emphasizes the importance of journalistic scrutiny, media ethics, and the responsibility of journalists to provide fair and unbiased coverage of political campaigns.

The BJP’s adept use of media in its election campaigns has contributed significantly to the party’s electoral success and political influence in India. Through a multi-pronged approach encompassing mass media, digital platforms, public events, branding, and strategic messaging, the BJP has effectively shaped public opinion, mobilized voters, and projected a powerful political image. This case study serves as a reminder of the dynamic interplay between politics and media, highlighting the importance of media literacy, ethical journalism, and critical analysis in navigating the complexities of political campaigns.

For aspiring journalists, understanding the BJP’s media strategies provides invaluable insights into the evolving role of media in democratic processes. It underscores the need for journalistic integrity, responsible reporting, and the constant evaluation of media’s impact on the political landscape. By studying and analyzing the BJP’s media tactics, journalism students can learn more about the media’s influence on electoral politics and develop the skills necessary to navigate this dynamic relationship.

For example:

These examples highlight the BJP’s effective use of media to shape public opinion, mobilize supporters, and maintain a strong political presence. They underscore the significant influence that media platforms and coverage can have on election outcomes and the subsequent implications for democratic processes.

Extensive Media Coverage: The BJP’s election campaigns receive extensive media coverage across various platforms, including television, radio, print, and digital media. This broad coverage ensures that the party’s messages and campaign events reach a wide audience, increasing visibility and generating public discourse.

Strategic Messaging and Sound Bites: The BJP effectively utilizes strategic messaging to convey its agenda and policies. The party crafts concise and impactful sound bites that resonate with the electorate and are easily picked up by the media. These carefully crafted messages, often backed by slogans and catchphrases, help shape public opinion and maintain a consistent narrative.

Media Management: The BJP maintains strong relationships with select media outlets, ensuring favorable coverage and amplification of its messages. Party leaders regularly engage with journalists, granting interviews and participating in press conferences, providing exclusive news stories and access. This media management strategy helps the BJP maintain a positive media image and control the narrative surrounding its campaigns.

Social Media Dominance: The BJP has embraced social media as a powerful tool in its election campaigns. The party effectively utilizes platforms such as Twitter, Facebook, and YouTube to disseminate its messages, engage with supporters, and counter rival narratives. With a robust social media presence, the BJP reaches a vast online audience, including tech-savvy youth, shaping political discourse and mobilizing support.

Influencer Endorsements: In recent years, the BJP has leveraged the influence of social media influencers and celebrities to garner support. Prominent individuals with large followings on platforms like Instagram and YouTube are often seen endorsing the party’s campaigns, policies, and leaders. These endorsements attract attention, generate buzz, and sway public opinion through the power of celebrity influence.

Narrative Building and Branding: The BJP is adept at building a strong narrative and branding itself effectively. The party projects a clear and consistent image, emphasizing themes such as nationalism, cultural preservation, and economic development. The media plays a crucial role in amplifying this narrative, which resonates with the party’s supporters and creates a sense of identity among its base.

Visual Spectacles and Public Events: The BJP organizes large-scale public events, rallies, and road shows that capture media attention and create visual spectacles. These events, often featuring prominent party leaders, are meticulously planned to generate enthusiasm, demonstrate strength, and project a powerful image of public support. Media coverage of these events contributes to the party’s visibility and reinforces its messaging.

Use of media for election campaigns: the Donald Trump elections

Atish Singh January 3, 2026

Introduction

The role of media in shaping political landscapes cannot be underestimated, especially in the context of election campaigns. Donald Trump’s presidential campaigns in America were marked by a unique relationship with the media, characterized by controversy, polarization, and unprecedented coverage. In this section, we will explore the complicated nature of media influence on Trump’s election campaigns, examining key strategies employed, their impact, and the broader implications for journalism.

1. The Power of Media Amplification

Donald Trump, a businessman turned politician, astutely recognized the media’s potential to amplify his messages. Through strategic use of social media platforms, particularly Twitter, Trump bypassed traditional media gatekeepers and directly engaged with his supporters. His unfiltered and provocative tweets became headline news, setting the agenda for public discourse and captivating both his supporters and detractors.

2. The Era of Infotainment

Trump’s campaign capitalized on the convergence of media and entertainment. His background as a reality TV personality had a major influence on his campaign style. The media, hungry for high ratings and engagement, treated the election as a captivating drama, focusing on sensational sound bites, controversial remarks, and divisive rhetoric. The blurring of lines between news and entertainment contributed to the spectacle surrounding Trump’s candidacy.

3. Media Bias and Polarization

The coverage of Trump’s election campaigns exposed the issue of media bias and its impact on public perception. Some media outlets were accused of favoring Trump, providing him with excessive airtime and uncritical coverage. Conversely, others adopted a more adversarial stance, relentlessly scrutinizing his every move. This polarization in media coverage further deepened the ideological divide among the electorate, reinforcing existing partisan narratives.

4. Fact-Checking and Truth Decay

Trump’s campaigns witnessed an unprecedented challenge to the notion of objective truth. The rise of “alternative facts” and “fake news” blurred the boundaries between accurate reporting and misinformation. Journalists and fact-checkers faced the daunting task of sifting through an influx of dubious claims and verifying or debunking them. The erosion of trust in media institutions presented a critical challenge for responsible journalism and highlighted the importance of media literacy.

5. Social Media Echo Chambers

The prevalence of social media platforms and their algorithms contributed to the creation of echo chambers, where individuals were exposed primarily to content that reinforced their existing beliefs. This led to the formation of online communities fervently supporting or opposing Trump, further polarizing public discourse and making it challenging to foster constructive dialogue.

Donald Trump’s election campaigns revolutionized the relationship between media and politics. His unconventional methods, which included using social media, sensationalism, and breaking journalistic rules, changed the way the media works. This case study shows how important it is for journalists to think critically about their work, follow ethical reporting guidelines, and stay neutral. Aspiring journalists must navigate the complexities of media influence, polarization, and the pursuit of truth in the face of evolving political landscapes.

By understanding the intricacies of media influence in Trump’s campaigns, journalism students can gain valuable insights into the challenges and responsibilities they will face in their future careers as objective and ethical communicators in the ever-changing realm of politics and media.

For example:

These examples illustrate how media coverage and strategies employed by Donald Trump’s campaign team influenced public opinion, shaped political discourse, and contributed to the success of his campaigns. They underline the complex relationship between media and politics, showcasing the influence media can have on election outcomes and the subsequent implications for democracy.

1. Extensive Media Coverage: Donald Trump’s campaign events and rallies received extensive media coverage, often broadcasting his speeches in their entirety. This allowed Trump to dominate the news cycle, ensuring his messages reached a broad audience. The media’s focus on his provocative statements and controversial policies generated constant public attention and discussion.

2. “Trump Show” Phenomenon: The media’s fascination with Trump’s unconventional and unfiltered style contributed to the “Trump Show” phenomenon. News outlets provided extensive coverage of his rallies, treating them as entertainment spectacles rather than purely political events. This approach helped Trump generate a sense of excitement and engage voters who were disillusioned with traditional politics.

3. Social Media Presence: Trump’s strategic use of social media platforms, particularly Twitter, played a pivotal role in his campaigns. He leveraged these platforms to communicate directly with the public, bypassing traditional media gatekeepers. His provocative and attention-grabbing tweets often made headlines, allowing him to set the narrative and control the media discourse.

4. Media Controversies: Trump’s controversial statements and actions were highly appealing to media outlets seeking ratings and readership. Journalists often provided extensive coverage of his controversial remarks, amplifying his messages and generating public debate. This attention, regardless of whether it was positive or negative, helped Trump maintain a prominent position in the media landscape.

5. Media Bias Allegations: Throughout his campaigns, Trump frequently criticized the media, accusing it of bias against him. This narrative resonated with his supporters and reinforced their skepticism toward mainstream media. Conversely, some media outlets were accused of providing favorable coverage to Trump, focusing on his rallies and speeches while downplaying or omitting critical analysis.

6. Fact-Checking Challenges: Trump’s campaigns posed significant challenges for fact-checkers due to the proliferation of false or misleading statements. Journalists and fact-checking organizations faced the task of debunking misinformation while maintaining objectivity. This highlighted the need for rigorous fact-checking practices and the responsibility of media outlets to counter falsehoods with accurate reporting.

Responsibilities and Challenges for Journalists & Media Biases

Atish Singh January 3, 2026

1. Objectivity and Impartiality

Journalists have a responsibility to report objectively and impartially during general elections. They must present diverse perspectives, scrutinize claims made by political parties, and provide accurate information to empower citizens to make informed choices.

2. Avoiding Sensationalism

In the age of 24/7 news cycles, journalists must resist the temptation to prioritize sensationalism over substance. Responsible reporting involves prioritizing relevant issues, promoting healthy debates, and avoiding the spread of misinformation that can sway election outcomes.

3. Media Ethics and Professionalism

Journalists must adhere to ethical standards, such as verifying sources, fact-checking information, and maintaining the privacy and dignity of individuals. Upholding professional standards ensures that media coverage remains credible and trustworthy.

4. Balancing Commercial Interests

The media industry’s commercial nature presents a challenge for journalists during general elections. Balancing the need for revenue with the duty to provide unbiased coverage requires careful editorial decision-making and a commitment to journalistic integrity.

IV. Harnessing the Power of New Media

1. Social Media and Digital Platforms

The emergence of social media and digital platforms has revolutionized the media landscape during elections. These platforms provide opportunities for direct citizen engagement, real-time updates, and alternative perspectives. However, journalists must also overcome the obstacles presented by misinformation and filter bubbles that can distort public opinion.

2. Data Analytics and Polling

Media organizations employ data analytics and polling techniques to gauge public sentiment and predict election outcomes. Responsible utilization of these tools can offer helpful details about voter preferences and contribute to more accurate reporting.

3. Citizen Journalism

Citizen journalism, enabled by digital platforms, allows ordinary citizens to contribute to the reporting and analysis of general elections. While citizen journalism provides diverse perspectives, it also requires careful verification and adherence to ethical standards.

The role of the media in general elections is multi-faceted and carries immense responsibility. Journalists must act as guardians of democracy, providing accurate information, fostering healthy debates, and holding political actors accountable. The media’s influence extends beyond national borders, with international outlets broadening perspectives and highlighting global implications.

Aspiring journalists must embrace their role as agents of change and ensure that media coverage promotes informed decision-making and a vibrant democratic society. By understanding the complexities and challenges involved, they can contribute to a media landscape that upholds democratic values and empowers citizens.

C. MEDIA BIASES

Introduction

In a democratic society, the media plays a critical role in providing citizens with information and shaping public opinion. However, we must acknowledge the existence of media biases, which can significantly impact the reporting and perception of news. This section focuses on understanding media biases in India, exploring their impact on journalism, and providing recent examples from a journalist standpoint. By recognizing and navigating biases, aspiring journalists can contribute to a more transparent and objective media landscape.

A. What are media biases?

When journalists or news organizations allow their personal beliefs to influence the news they report and how they report it, media bias arises. Media biases refer to the predispositions or inclinations that journalists, editors, or media organizations may have that affect their reporting. Biases can arise due to personal beliefs, political affiliations, or commercial interests.

Some opponents claim that the media is capable of using a complex and sophisticated range of strategies that enable journalists and media proprietors to skew news articles in favor of specific organizations or interests.

Purposeful bias is comparable to purposeful lying and censorship when it is at its most overt, but bias is frequently subtler and hence harder to spot. While bias can affect how facts are presented, many journalists contend that full impartiality is unattainable and that biased media is not always intended to be detrimental. The goal of journalists who believe that some degree of bias is unavoidable is to reduce it rather than remove it and to provide the most impartial perspective possible.

B. Types of Media Biases

1. Political Bias: When media outlets favor or criticize specific political parties or ideologies.

2. Confirmation Bias: When journalists selectively report information that aligns with their preconceived notions or beliefs.

3. Commercial Bias: When media organizations prioritize profit over unbiased reporting.

4. Big story: “Big story” bias refers to the tendency for journalists to overlook critical details and falsify important facts when they see an event or development as a tremendously significant story.

5. Partisan: Partisan prejudice is a sort of bias where a journalist’s political opinions influence the news they report.

6. Demographic: A sort of prejudice known as demographic occurs when race, gender, ethnicity, or other variables, such as culture or economic class, have an impact on news coverage.

7. Neutrality: A form of bias where a journalist or news organization works so diligently to look unbiased that the reporting actually delivers the facts incorrectly.

C. Impact of Media Biases:

The media has a special role to play in shaping public perception of important political and social issues. When media portrays the entire event and offers trustworthy information on various subjects, such as the environment, technology, and risk, it has a significant impact on the public. Readers regard newspapers, magazines, television, radio, and the internet as powerful sources of news and opinion.

According to numerous studies, the public gains more understanding about science from the media. Examining the injustice and inaccuracy of media coverage of significant topics is crucial. An in-depth examination of the most prevalent kinds of mass media shows how they have an impact on civilization throughout the world. In the way TV networks, print media, and internet websites disseminate information, there are undoubtedly many egregious injustices that are still present today.

Millions of people have been observed watching television to stay informed about what is occurring in their surroundings. They rely more on their opinions on news reported on TV or in other news media when forming them about certain subjects. When the media can create or break a candidate, their influence in politics is especially important. They are empowered to support or undermine a candidate.

1. Shaping Public Opinion: Media biases have the potential to shape public opinion by selectively presenting information or influencing the framing of news stories. This can impact how citizens perceive political parties, policies, or social issues.

2. Polarization and Divisiveness: Media biases can contribute to political polarization and social divisions. Biased reporting often reinforces existing beliefs and deepens ideological divides among the public.

3. Undermining Journalistic Integrity: Media biases undermine the core principles of journalism, including objectivity, fairness, and accuracy. Biased reporting erodes public trust in the media and can lead to skepticism regarding the veracity of news.

D. Examples of Media Biases in India:

1. Political Bias: Prominent media organizations have been accused of favoring specific political parties during election campaigns, leading to imbalanced coverage and the amplification of certain narratives.

2. Confirmation Bias: News outlets exhibit confirmation bias when they selectively report facts that bolster a specific viewpoint, disregarding contradictory evidence. This can perpetuate misinformation and impede critical analysis.

3. Commercial Bias: Commercial interests can influence media coverage, with certain issues receiving more attention due to their potential for higher viewership or increased revenue. This can result in the neglect of important but less sensationalized news stories.

E. Prominent examples of media biases:

1. Coverage of Farmer Protests: During the farmer protests that began in 2020, there were allegations of media biases in the coverage of the protests. Some news channels were criticized for taking a biased stance either in favor of or against the protesting farmers, leading to imbalanced reporting and the amplification of specific narratives.

2. Election Campaigns: Media biases often come to the forefront during election campaigns. There have been instances where certain media outlets have been accused of displaying favoritism towards specific political parties or candidates, providing more positive coverage or disproportionate airtime compared to their opponents.

“Media Bias Allegations Surface in 2019 Lok Sabha Elections” (Source: The Times of India): https://timesofindia.indiatimes.com/india/jairam-ramesh-digvijaya-singh-spar-over-pulwama-attack-deep-divide-surfaces-in-congress/articleshow/97257223.cms?from=mdr
This news story highlights the allegations of media biases during the 2019 Lok Sabha elections in India. It discusses how some political parties and activists accused certain media outlets of favoring specific parties or candidates, affecting the fairness and objectivity of the electoral process.
“Media’s Role and Biases in West Bengal Assembly Elections” (Source: The Wire): The story focuses on the media biases observed during the West Bengal Assembly elections in 2021. It explores the allegations of biased reporting by various political parties, with some accusing certain media outlets of favoring the ruling party, while others claimed that the media was against their party.

“Media Bias and the Gujarat Assembly Elections” (Source: The Economic Times): The story discusses the media biases observed during the Gujarat Assembly elections in 2017. It explores how some media outlets were accused of taking a favorable stance towards the ruling party, leading to allegations of biased reporting and influencing voter perception.

“Social Media and Media Biases in Indian Elections” (Source: NDTV): The report focuses on the role of social media and media biases in Indian elections. It discusses how social media platforms can amplify biases and misinformation, leading to a polarized environment, and the responsibility of media organizations to counteract these biases.

F. Media bias in religious and communal incidents.

Introduction

Media biases can also be observed in the reporting of religious and communal incidents. Instances have been reported where media outlets have been accused of sensationalizing and exaggerating incidents, leading to the amplification of religious or communal tensions and biases.

“Media Bias and Coverage of Communal Incidents” (Source: The Quint):

https://www.thequint.com/my-report/members-opinion/trp-scam-rethinking-the-crisis-in-indian-journalism

The story explores the issue of media biases in the coverage of communal incidents in India. It examines how media outlets sometimes exhibit biases based on religious or communal lines, leading to skewed narratives and exacerbating tensions.

1. “Media Bias Allegations in Reporting Religious Clashes” (Source: India Today): The report highlights the allegations of media biases in the reporting of religious clashes in India. It discusses how some media organizations have been accused of sensationalizing incidents, perpetuating stereotypes, and reinforcing biases, leading to a distorted representation of events.

2. “Media and Communal Bias in Reporting Hate Crimes” (Source: The Wire): The article discusses the issue of media biases in reporting hate crimes in India. It delves into the allegations of media outlets downplaying or selectively reporting incidents based on the religious or communal identities of the victims and perpetrators, affecting the perception and understanding of such crimes.

3. “Media’s Role in Fuelling Communal Tensions” (Source: Scroll.in): The story examines the role of media biases in fueling communal tensions in India. It highlights instances where media organizations have been accused of amplifying divisive narratives, promoting stereotypes, and contributing to the polarization of communities through their reporting.

4. “Media and the Perception of Communal Incidents” (Source: The Indian Express): The report discusses how media biases can influence the public perception of communal incidents in India. It explores how biased reporting, selective coverage, and the framing of narratives can shape public opinion, exacerbating tensions and hindering efforts for communal harmony.

G. Coverage of Controversial Events

Media biases can be evident in the coverage of controversial events. For example, during high-profile criminal cases or political controversies, some media outlets have been accused of selective reporting, presenting biased opinions, or disseminating unverified information that aligns with their own narratives or agenda.

H. Political Interviews and Panel Discussions

Media biases can manifest during political interviews and panel discussions, where some news channels have been criticized for displaying favoritism towards certain politicians or allowing disproportionate airtime to specific individuals or party representatives, while limiting the representation of opposing viewpoints.

It’s important to note that these instances may vary in intensity and perception, and not all media outlets engage in biased reporting. However, these examples highlight the need for media organizations to maintain objectivity, balance, and ethical standards in their reporting, fostering a more transparent and unbiased media environment.

I. Navigating Media Biases

Media Literacy: Developing media literacy skills is crucial for navigating biases. Students must learn to critically analyze news sources, cross-reference information, and seek diverse perspectives to form a well-rounded understanding.
Diverse Sources and Multiple Perspectives: Journalists should strive to include diverse sources and viewpoints in their reporting, providing a comprehensive picture of events or issues. This approach fosters balanced reporting and encourages critical thinking among audiences.
Fact-Checking and Verification: Journalists must prioritize fact-checking and verification to ensure the accuracy and reliability of their reports. By maintaining rigorous standards, they can counteract the influence of biased narratives and misinformation.

Media biases are a reality in the journalism landscape, including in India. Understanding and addressing biases is crucial for aspiring journalists to uphold the principles of transparency, objectivity, and fairness. By being aware of biases, seeking diverse perspectives, and practicing responsible journalism, students can contribute to a media environment that fosters informed public discourse and a more robust democracy. By empowering themselves and their audience with media literacy skills, future journalists can play an instrumental role in unveiling biases and promoting a more transparent and unbiased media ecosystem.

Key Campaigns

Achievements

1. Absolut Vodka—“Absolut Perfection”

2. The Economist – “Lightbulb”

3. WWF – “Horrifying More, Horrifying Less”

4. Volkswagen—“Think Small”

1. Apple – “1984” (by Chiat/Day, 1984)

2. Coca-Cola—“Share a Coke.”

3. Guinness – “Surfer” (by AMV BBDO, 1999).

4. Procter & Gamble (P&G)—“Thank You, Mom” (Olympics Campaign)

1. British Airways—“#LookUp” Interactive Billboards

2. Nike – “Run London..”

3. McDonald’s – “Sundial Billboard”

4. The Economist—“Lightbulb Billboard”

1. Nike – “Dream Crazy” (2018, Wieden+Kennedy)

2. Dove – “Real Beauty Sketches” (Ogilvy & Mather, 2013)

3. Always – “#LikeAGirl” (Leo Burnett, 2014)

4. Old Spice—“The Man Your Man Could Smell Like” (Wieden+Kennedy, 2010)

Founding and Evolution

Key Services

Notable Achievements

1. Rasna – “I Love You Rasna”

2. Peter England—“The Honest Shirt”

3. LIC – “Zindagi ke saath bhi, zindagi ke baad bhi”

4. Volkswagen – “Talking Newspaper” (2010)

1. Volkswagen – “Das Auto” (2010 India Launch)

2. Reliance Jio—“Jio Digital Life”

3. Future Group – “Big Bazaar: Isse Sasta Aur Accha Kahin Nahin”

4. McDonald’s India – “Aap Ke Zamane Mein, Baap Ke Zamane Mein”

1. Volkswagen – “Innovative Billboards” (India Launch)

2. Incredible India—“God’s Own Country” outdoor series

3. BPL Mobile – “Network Coverage”

4. McDonald’s India—“Happy Price Menu” Outdoor Campaign

1. Stay free: #ProjectFreePeriod

2. Spotify India—#There’sAPlaylistForThat

3. Volkswagen – “Digitally Wired Cars” Launch

4. McDonald’s India—“Eat Qual”

Times Out & Proud (2019)

Sindoor Khela—No Conditions Apply (2017)

Full Page Print Innovation (2018)

Two Bins Life Wins (2021)

1. Horlicks Women’s Plus—“Stories of Strength”

2. Times of India—“Out & Proud Classifieds”

3. ITC Sunfeast Farmlite – #HealthierYouAwaitsYou

4. Tata Motors—#MadeOfGreat Digital Campaign

Foreign Policy

MEDIA COVERAGE OF INDIAN GOVERNMENT’S

A. ECONOMIC POLICY

IV. Harnessing the Power of New Media

C. MEDIA BIASES

You may have missed