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

Leveraging print campaign for proper eWaste disposal

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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.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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– Naresh Khanna

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