MAM
TOI, Dainik Bhaskar launch initiative to counter fake news menace
MUMBAI: 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.
Two films out of the seven-video series got a positive response from social media with over 2.9 million views. The campaign ended at a whopping 4.3 million views across all seven films.
Link – https://www.youtube.com/watch?v=32CT7MP4dLw
Link – https://www.youtube.com/watch?v=ONlcMHlxqLE
Check out the rest of the videos here: https://www.youtube.com/channel/UChSOe-xjiMuV42jphH7jD5Q/videos
Commenting on the initiative, BCCL president – revenue Sivakumar Sundaram said, “Fake news is a modern-day malaise brought on by social media. It ranges from the silly to grave ‘forwards’ having repercussions that affect the social, economic and cultural fabric of nations. As gatekeepers of the truth and as a leading newspaper company, The Times of India takes on the responsibility of educating people on the need to follow real news and not forwards. This is being done in an engaging and humorous manner through a series of films titled, Kaun Banega, Kaun Banayega. We are happy to partner with the Dainik Bhaskar Group to jointly drive this initiative.”
Newspapers have historically been considered as the most credible source of news. Multiple studies across time have revealed that consumers consider what appears in print to be the truth. Even in today’s digital age, sensible people wait for the newspaper the next morning to verify the news they get as forwards. This is because newspaper brands follow a stringent process of verifying news and sources before it gets printed. A large team of journalists work endlessly to deliver authentic news to the best of their ability.
Dainik Bhaskar Group promoter director said, “Sharing a common responsibility, two of the largest media houses in the country have decided to come together to spread awareness on the menace of fake news. We will continue to work together on this issue and others of citizen and national importance.”
Jack in the Box Worldwide managing partner Axon Alex (in the picture) said, “Fake news perpetuated through forwards is more dangerous today than ever before. While the problem is being talked about in a serious tone, we deliberately took another approach to drive the relevance and importance of the printed newspaper in delivering the truth. We wanted to shine the spotlight on regular people using the quiz show format where such forwards are the last thing you should rely on and those who do, look very silly to both the host Cyrus Broacha and the viewer. The question at the end of every film – “Where do you get your news from?” is for the viewer to introspect on. Their answer decides if they are just as silly or well informed. So, ‘Where do you get your news from?”
MAM
WPP appoints Estée Lauder’s Anne-Isabelle Choueiri as chief transformation officer
Former Estée Lauder executive to lead operations, technology and culture overhaul under WPP’s three-year growth plan
LONDON: WPP has appointed Anne-Isabelle Choueiri as chief transformation officer in a newly created role tasked with delivering the group’s Elevate28 strategy.
Choueiri joins from The Estée Lauder Companies, where she led enterprise-wide strategic initiatives, including the “One ELC” operating model and major upgrades to enterprise marketing, data and analytics capabilities. She also led the redesign of enterprise technology teams and served on the company’s AI taskforce, driving AI strategy, adoption and value realisation across the business.
At WPP, she will be responsible for designing, implementing and embedding the operating model behind Elevate28, the company’s three-year growth plan unveiled in February 2026. She will lead efforts to improve innovation, efficiency and integration across WPP’s client offerings, with a focus on delivering agile, outcome-driven solutions and measurable growth.
Choueiri will oversee organisational transformation across the group, working closely with product and enterprise technology teams to deploy AI, data and technology to build new capabilities and improve operational performance. She will also work with the people function to embed cultural change, strengthen an agile performance mindset and support talent development across the organisation.
Before joining Estée Lauder, she held senior roles across consulting and digital agencies, including at Accenture, Masaï (a Bain & Company spin-off), and Kearney, with experience spanning strategy, data and digital marketing transformation.
Cindy Rose, chief executive officer of WPP, said Choueiri brings a strong track record of leading large-scale transformation across operations, technology and culture, adding that her appointment will help accelerate the group’s next phase of growth under Elevate28.
Choueiri said WPP’s strategy represents an ambitious opportunity to reshape how the company operates and delivers for clients, adding that she looks forward to building integrated solutions and fostering a culture of innovation and change.
She will be based in New York and will join WPP’s executive committee.
