Times of India Group and Croma launch 3rd edition of ‘Power of Print’

Leveraging print campaign for proper eWaste disposal


After two successful editions of ‘Power of Print’ in 2017 and 2018, Times of India Group is back with the third edition of the competition. ‘Power of Print’ is a unique initiative by the Times Group, which invites creative minds to build an impactful print campaign for a real brief from a real client.

The Times of India Group and Croma are joining hands to invite all communication agencies to come up with award-winning campaigns for a cause – ‘eWaste Management.’ The winning team will get a fully paid trip for two team members to Cannes Lions, and win a trophy at the awards night by The Times Group, in a unique capsule where BCCL will have a panel discussion by industry experts about eWaste management and also talk about the immense possibilities for creativity and innovation in print.

Creative professionals can participate in teams of two while individual entry of students is acceptable. Submissions open on 12 November with final date of submission being 6 December. The entries will be judged on 18 December, with awards being given on 10 January 2020. The creative team that wins will see its campaign released in the pages of Times Group publications by Croma, which has a multi-crore budget for this initiative. The retail chain that runs 134 stores across 32 cities of India wants customers to stop hoarding old electronics.

The objective of the campaign is to activate consumers into giving up old electronic gadgets when they are buying a new one or upgrading to the latest gizmo as well as get people to consciously identify items of eWaste lying around in their homes and dispose them off. The organizers hope that the campaign should lead to tenfold increase in the volume of requests for eWaste pick-up.

The entries will be judged by a jury comprising of Ashish Chakravarty, Ashish Khazanchi, Garima Khandelwal, Harshad Rajadhyaksha, Hemant Shringy, Ritesh Ghosal, Santosh Padhi, Tista Sen and Sandipan Bhattacharya.

Through the ‘Power of Print’ competition, Times Group has been taking up important social causes. Last year’s competition, which Times Group organized in association with Nestle, dealt with the issue of right nutrition for kids. The objective was to inspire parents into action, to learn the basics of good food for better nutritious diets of their kids and establish. In the first edition of the competition in 2017, ‘Power of Print’ dealt with the issue of education of girl child.

Over the years, print has been a very powerful medium which has carried some of the most impactful and compelling campaigns across nations. These campaigns have been instrumental in changing consumer behavior and brand perception. Times Group believes that although digital media is making significant changes to how brands are communicating, print still has a very vital place in the whole scheme of things.

In 2024, we are looking at full recovery and growth-led investment in Indian printing

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. It created the category of privately owned B2B print magazines in the country. And by its diversification in packaging, (Packaging South Asia), food processing and packaging (IndiFoodBev) and health and medical supply chain and packaging (HealthTekPak), and its community activities in training, research, and conferences (Ipp Services, Training and Research) the organization continues to create platforms that demonstrate the need for quality information, data, technology insights and events.

India is a large and tough terrain and while its book publishing and commercial printing industry have recovered and are increasingly embracing digital print, the Indian newspaper industry continues to recover its credibility and circulation. The signage industry is also recovering and new technologies and audiences such as digital 3D additive printing, digital textiles, and industrial printing are coming onto our pages. Diversification is a fact of life for our readers and like them, we will also have to adapt with agility to keep up with their business and technical information needs.

India is one of the fastest growing economies in nominal and real terms – in a region poised for the highest change in year to year expenditure in printing equipment and consumables. Our 2024 media kit is ready, and it is the right time to take stock – to emphasize your visibility and relevance to your customers and turn potential markets into conversations.

– Naresh Khanna

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