Power of Print – Times of India Group & Croma launch 4th edition

Leveraging the power of print to highlight the importance of masks

Times of India
Power of Print 4th edition opens on 19 January (image credit Times Group)

After three successful editions of ‘Power of Print,’ the Times of India Group is back with the
competition’s fourth edition. The unique ‘Power of Print’ initiative by the Bennett-Coleman Times of India Group invites creative professionals, communicators, and agencies to build an impactful print campaign given a real brief from an actual client.

Electronic, white, and computer goods retail chain Croma is again partnering with The Times Group to invite all communication agencies to come up with and compete with award-winning campaigns. Croma’s brief this year is imperative in the current scenario – to design a campaign that will get the widest public to accept the mask as the most logical solution to the Covid-19 pandemic.

While the world now knows the need, importance, and necessity of the mask, its usage is still mostly limited to a single selfish purpose –i.e., to safeguard ‘ME.’ Croma wants to change the narrative and get the reading public to view masks from a different lens altogether.

The campaign’s primary objective should be to change the narrative from wearing a mask is important for ‘ME’ – to, ’a mask is essential to protect the world from ME.’ At an emotional level, the print campaign needs to deliver the message: “I do not have the right to put anyone else’s life at risk.”

The secondary objective is to position Croma as a customer-centric retail brand. The messaging should project Croma as safe and encouraging a high standard of customer consciousness with the critical message that a mask is not merely a medium to protect you from the world. It is, in fact, a simple device that protects your loved ones and the world from you. Creative professionals are welcome to participate in teams of two. Individual and group entries of students are accepted as well. The submission opens on 19 January, and while the last date of submission is 12 February 2021. The preliminary judging will take place from 18 to 22 February, and the final judging will happen on 26 February 2021 for agencies and between 27 February and 3 March 2021 for students. The awards will be presented on 5 March.

This year, the Power of Print brief will also be open for entries in Hindi, Marathi, Kannada, and Bengali through The Times Group’s language publications. The entries will be judged by a jury comprising Senthil Kumar of Wunderman Thompson, Preeti Vyas of Vyas Giannetti, Kainaz Karmakar of Ogilvy, Russell Barett of BBH, KV Sridhar of Hypercollective, and Ritesh Ghoshal of Croma.

The winning team stands a chance to win the Power of Print trophy and see their campaign released in the pages of Time of India Group publications supported by a multi-crore budget.

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.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Indian Printer and Publisher’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

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