Times Power of Print
Overview of this campaign
Insight: Research with agency heads of multiple advertising companies revealed that creative teams in India are keen to do great creative work for television and digital mediums because of the audio-visual aspect of the mediums and the ensuing talkability. The art of well-crafted print advertising was slowly dying with the senior creative people who did great work in the 1990’s and early 2000’s. While young creatives respected the print medium, they were not excited by it. Also, not enough time was being spent on crafting a good print ad.
Challenge: How do we get the young, digital natives excited about print advertising? How do we get creative teams engaged with the print medium? How do we ensure that they create real campaigns and not scam ads for awards? And how do we ensure that their work is genuinely published and recognised, thereby resulting in talkability? And at the same time get a company/brand to use the print medium effectively and rediscover the power of print advertising.
The idea: The Power of Print property was created by the Times of India team to address all the above challenges and to rekindle the romance with print advertising. Unlike other awards where past campaigns are recognised, the idea here was to get creative teams to develop a compelling newspaper campaign to a real brief. Nestle India came on board as a partner as they recognised this initiative as a novel way to get some fabulous campaigns for a worthy cause. Nestle India has been working closely with Nanhi Kali, an NGO which works toward getting more and more girls to school. The brief was to create awareness on the need to #EducateTheGirlChild. The Times of India supported with a call for entry campaign with editorial articles talking about the need for girl education in the country where 20 million girls drop out of school every year! The campaign was promoted through a print campaign, outdoor and awareness at the ground level in advertising agencies.
Results for this campaign
The first edition of Power of Print by the Times Group, got an unprecedented response that beat all estimates. By the last day of entry, we got an overwhelming participation from 417 agencies with an astounding 823 entries! It is possibly the highest number of entries ever for a single award in the country beating all other established awards.
In addition, Times of India got positioned as the thought leader driving the industry agenda to improve creativity and effectiveness of print advertising and earned an additional revenue of Rs. 210 million through this initiative.
The esteemed jury comprising of advertising stalwarts, had a difficult time shortlisting the winners as the quality of work entered was of the highest standard. The client was spoilt for choice and could have released any of the shortlisted campaigns.
The number of entries and the quality of work is a testimony to the stupendous success of the first edition of Power of Print. While the intention was to award only one team, given the huge response, we decided to recognise three teams on stage at the Kyoorius Creative Awards and recognise them in our newspapers.
The winning team was from JWT and the two runners up were from FCB Interface and Havas Media.
As an encouragement and recognition for their work, certificates of appreciation were handed out to 35 shortlisted campaigns. Today these teams proudly display their certificates in their agencies and look forward to the second edition of the Power of Print.
Given the success of the first edition and partnership, Nestle India has come on board for the second edition as well.