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

Leveraging the power of print to highlight the importance of masks

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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.

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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