triggerbridge seeks to disrupt prime time news with Un-News Hour

triggerbridge, the ‘unagency’, launched by S Yesudas (former Managing Director - Indian sub-continent, Vizeum India), in partnership with Ajit Nair and Amit Tripathi, is planning to introduce a one-hour prime time news capsule across English, Hindi and all other language news channels, which will air only happy news of human achievements, however small or big it might be.

Yesudas, Managing Director and Co-founder, triggerbridge, informed, “I’m in discussions with some news channels, TV as well as digital, on the modalities. I’m also looking for support from clients to cover the actual expenses, not for advertising, but for them to be known for doing something much more meaningful for the people of India. These conversations are also on.”

Called the Un-News Hour, the initiative aims to be an equaliser of sorts with every other noise that’s being made everywhere else. Yesudas felt that it would be huge opportunity for unsung heroes to be recognised and a big ground of motivation for many more to embark on such initiatives.

Elaborating further on the initiative, he asked, “Did you ever wonder where the sustainable conversations and trending topics are on the idea-based start-ups making good, positive noise in our country, based on a very conducive ecosystem provided by the Government, a progressive and growth-oriented budget which also considered every aspect of our economy, FDI opening up in many sectors, our robust and growing economy being a matter of jealously for many other countries, initiatives like Make In India which can make our country an integral part of the global supply chain, Digital India, Skill India, 100 Smart Cities and Swachh Bharat? In addition to all these, I also believe many people across the country have embarked on so many wonderful initiatives to touch the lives of others.”

“I think we all have two clear choices: 1) Talk without any action, and 2) Do something concrete. I have always believed in the second choice, including my decision to give up a corporate career to do something good for few brands, consumers and the Mother Earth,” added Yesudas.

This is not the first time that triggerbridge is embarking on such a social initiative. The agency, launched just four months ago, embarked on a mission – #AGoodDeedADay – sometime back, which aimed at putting a smile on the faces of people. On February 14, 2016, Yesudas and six of his friends became Valentines to the Mumbai Police and Traffic Police to thank them for their contributions to the city. They walked into police stations and booths from Borivli to Chembur in Mumbai, pleasantly surprising and touching 400 men and women in uniform. He is also in discussions to enable rainwater harvesting by residential societies across Mumbai.