Our Values

Who are we? What do we do?

We tell stories for the phone, by the phone.

Our Values
  1. Our content doesn’t have an agenda
  2. We also train people to do the same
  3. We cover stories that help people make more informed decisions
  4. All content is fact-based and cross-checked
  5. We work on tech to make mobile storytelling easier
  6. We want to increase conversations and not lobby
  7. Our stories aim to simplifying complex issues

What we are not.
  1. We are not just videographers
  2. We don’t campaign or lobby
  3. We are not just a social media handle
  4. We are not an NGO
  5. We are not a media publication

We enable people to tell stories that are true and unbiased

Why do we exist?

“Media has become the least-trusted institution for the first time in Trust Barometer history — yet, at the same time, the credibility of journalists rose substantially. A number of factors are driving this paradox.
In addition, the credibility of “a person like yourself” — often a source of news and information on social media — dipped to an all-time low in the study’s history. Most likely, the falloff of trust in social and search, and of the credibility of peer communication, are contributing to the overall decline of trust in media.”

— Trust Barometer

Who is our community?

Anyone with a phone and a story

Why Journalism?

Because verified, unbiased stories help us understand better.

Why Social Media?

Because you don’t need to be a publication to tell your story and two way communication matters.

Why Technology?

Because tech can simplify and facilitate mobile storytelling

Our ethics?
  1. You have to approach stories as a part of the society while not siding with a group
  2. While you’re doing stories, you are covering as much as you can while being a part of the community
  3. There’s a difference between popular belief and truth
  4. Social Media is a powerful tool that needs to be used responsibly



Case study: Covering Air Pollution In India via #LetMeBreathe

Last year, we started the #LetMeBreathe series that documented stories related to air pollution across India. The series has become a space for people to share their ideas and work on related topics. Since then, we’ve received hundreds of messages from people wanting to connect to the people or organisations in the stories. We redirect them to the effort but don’t participate in it. Our goal is to cover more such stories to help people make more informed decisions. And to do that, we can’t be in bubbles, we need to pop as many as we can.
#LetMeBreathe helps combine the ethics of mobile journalism, reach of social media with public engagement at its core. Launched in October 2017, it reached out to more than 7 million people and has generated more than 2.2 million views across social media platforms.
Influencers range from entrepreneurs in Delhi, Resident Welfare Association leaders, Non-Profits, policy makers to people surviving pollution everyday in the 'power hub of India’ Singrauli, Uttar Pradesh. Some of these stories have already been picked up by big national media houses such as NDTV, Quint, Hindustan, as well as citizen initiatives such as YouthKiAwaz.
#LetMeBreathe is funded by various philanthropies and grants and is open to exploring partnerships with organisations who want to work on documenting stories to help people understand issues better.
Pluc now plans to hold workshops across India to train people in mobile storytelling.

Who do we work with?

People and groups.
People who want to use their smartphones to tell stories.
Groups like phone companies or philanthropies that want to support the storytellers in their efforts of documenting issues and efforts on topics like pollution, hate, culture and counterculture, exercise of power, tech…
We are also working on building tech that facilitates exchange of resources for unbiased storytelling. And collaborate on building ecosystems that support them.
We don’t produce agenda-driven content. We don’t promote, we only inform. We enable people to simplify complex issues through mobile storytelling and leave the decision up to our audience.
We work with people who understand our values and why we have them.