Conceptualised and executed by Jack in the Box Worldwide
The Times of India Group, along with the Dainik Bhaskar Group, has launched an initiative titled, Kaun Banega, Kaun Banayega, which is a series of films to highlight the fake news malaise in India and educate readers on the importance of reading the newspaper.
The campaign features Cyrus Broacha , who uses humour to tackle the problem of fake news.
The campaign underlines loads of forwards that we get – ranging from jokes to videos to news. It is not uncommon for many to immediately forward something one likes or finds sensational. This is where the problem starts, because not all forwards we get are verified or authentic. They are created either to entertain or mislead, all with a vested interest.
By forwarding fake news, we are only compounding the problem and aiding the people who are behind the creation of the same. This sets off a chain reaction of false news, wrong opinions and eventually wrong decisions and actions.
Two films out of the seven-video series got a tremendous positive response from social media with over 2.9 million views.