Print has seen some of the most impactful and compelling campaigns over the years – campaigns that have changed brands & behavior across nations. While we do see interesting print campaigns internationally, there is scope for improvement in India. The opportunity is to make print sexy and aspirational again and in the process, bring out its true potential.
Considerable amount of money gets invested in print advertising, but not enough creativity – better creatives could result in higher effectiveness. Young creative talent need to get excited and motivated about print so that they can create some outstanding work for brands.
How do we get digital natives to create fabulous print work?
How do we create an idea that motivates them to participate?
How do we get maximum number of creative folk to think creative for print?
How do we ensure instant fame and recognition?
Power of Print (POP) is a unique initiative by the Times Group, that answers all the above challenges and pushes for creativity in print.
POP invites creative minds to build impactful print campaigns for a real brief. This is conducted as an open contest that throws open a brief to all creative agencies to create a print campaign based on a live brief set out by a brand/advertiser.
Unlike other awards which are given to campaigns that are released, this is unique in the sense that the winning entry will get released in the Times of India Group publications. Not just that, the winning team went to Cannes Lions and got rewarded the POP award at the Kyoorius Creative Awards, the most recognised advertising awards in the country today.
Nestle came on board as the partner for the first edition with a live brief on the theme of #EducateTheGirlChild. Nestle India had partnered with Nanhi Kali on this project and they saw this is as a great opportunity to give the cause its due recognition and voice.
In the second edition Nestle provided a live brief on the theme of #HelpParentsKnowGoodFood.
POP had the best from the industry as the jury – Senthil Kumar, Bobby Pawar, Arun Iyer, Swati Bhattacharya, Kainaz Karmakar, Raj Kamble to name a few.
POP not only created excellent goodwill amongst the advertising fraternity, it also generated additional revenues for the Times Group.
The first edition of POP won the Gold at the Creative Abby Awards at Goafest 2018 for getting a record number of entries for any contest and creating some fantastic campaigns – 823 entries from 417 agencies in just 38 days.
Nestle India got some fabulous campaigns to work with and did a multi crore campaign with the winning campaign from JWT and the runner up campaign from Havas Media.