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.

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