As part of the on-going viral campaign #AajTakSabseTez, Aaj Tak news channel yesterday launched the fourth film in a series of ad campign that hihglights the importance of giving news as it is without spicing it up or catering to sensationalism.

The film, titled ‘Khabaristan’, features Shams Tahir Khan and highlights the growing culture of sensationalism and masking of truth in news. The metaphorical setting of a graveyard or khabristan  (pun intended) shows how most news channels go to any limits to create news, dig out old and convenient stories, just to aligned them with their agenda, a company statement stated.

 However, Aaj Tak stands out like a watchdog, bringing out only the truth. Within the initial hours of its release, the film has caught serious attention with celebs like Sania Mirza

Play fair and play by the rules. Ace message #AajTakSabseTez https://t.co/t1XoN9AvWS

— Sania Mirza (@MirzaSania) March 19, 2021

 

 and Jwala Gutta

Work hard and play on the side of truth. Cult Ad #AajTakSabseTez https://t.co/UpKgP3Ihe7

— Gutta Jwala (@Guttajwala) March 19, 2021

re-tweeting the film urging all to play fair.

Other celebs connecting with the campaign include cricketers Harbhajan Singh, Suresh Raina and Pragyan Ojha, and film actor Ashutosh Rana.

Conceptualized and directed by acclaimed writer-director Pradeep Sarkar, #AajTakSabseTez campaign is a satirical take on the current news environment in the country and entertainingly highlights the relaxed standards of reporting by some players in the age of fake news, the statement added.

The first film ‘Sach Ka Band’ brought to light the exaggeration of events while presenting news;  the second film ‘Achaar Gully’ highlighted the importance of credibility over sensationalism and the third film ‘Afwaah’ showed the rampant practice of rumour-mongering in news.

While many news outlets may have clear leanings, the company statement highlighted, Aaj Tak has always taken the middle ground, without any bias. As the depth of echo chambers increases, the need for a shared platform, where both sides can be heard, is essential. A place where people can agree to disagree is the need of the hour. Aaj Tak is that listening room, that middle ground for the two sides to continue a meaningful dialogue. What else is a society if not a vibrant conversation in progress?

You can watch the film here: