Times Group initiates 'Power of Print' contest to promote girl child education

Nescafe has partnered with the Times Group for the initiative. The winning campaign will be released with a multi-crore-rupee budget. The jury comprises Prasoon Joshi, Bobby Pawar, KV Sridhar, Raj Kamble, Agnello Dias, Arun Iyer, Senthil Kumar, Kainaz Karmakar, Swati Bhattacharya, Shrijeet Mishra and Chandrasekhar Radhakrishnan

BestMediaInfo Bureau | Mumbai | March 30, 2017

The Times of India has launched Power of Print, a competition to bring out the best of print creativity and make it work for a company or brand. This is the first edition of the idea, where creative teams across agencies will compete for the top spot. Nestle India has come on board as the partner brand for the first year to promote the cause of #EducateTheGirlChild.

The contest will be open to all communication agencies – creative, media, digital and public relations. The winning campaign will be released by Nestle India with a multi-crore-rupee budget in the Times Group publications between June and August 2017.

The entries will be judged by a jury comprising Prasoon Joshi, Bobby Pawar, KV Sridhar, Raj Kamble, Agnello Dias, Arun Iyer, Senthil Kumar, Kainaz Karmakar, Swati Bhattacharya, Shrijeet Mishra and Chandrasekhar Radhakrishnan.

Power of Print will be conducted as an open contest to create a print campaign based on a live brief set out by a brand/ company. The idea is to get a 'real' brief from an advertiser with a real and current business problem that will help use the print medium as the solution for it. This initiative will seek to motivate communication agencies to come up with award-winning campaigns for a real cause/ brand. The brief will be provided by Nestle India.

Power of Print is an intellectual property (IP) that will be owned by the Times Group. The awards will be part of a larger initiative to drive creativity in print and engage with the marketing and creative fraternity.

Power of Print will culminate at the Kyoorius Creative Awards (KCA) on June 2, 2017 in Mumbai where the winning team will receive the award. The winner will also get to go to the Festival of Creativity at Cannes Lions.

Nestlé India in partnership with Project Nanhi Kali had launched the #EducateTheGirlChild campaign in 2016 to draw attention to this cause by creating engaging communication, changing iconic tag lines for 100 million packs of Kit Kat, Maggi and Nescafe, activating the idea leveraging marathons to get support from local communities and also reimagining the iconic “School Chalen Hum”.

The objective of the campaign will be 'to ensure that more girls go to school' – driving action toward getting girls to school through increase in number of donations and talkability about the subject.

Suresh Narayanan, Chairman and Managing Director, Nestle India, said, “We continue our corporate social initiative of #EducateTheGirlChild with the objective to sensitise and draw attention to the fact that society needs to embrace collective responsibility in ensuring that more girls have the opportunity to pursue education. We are very excited to partner with The Times of India group on this initiative and especially pleased that the entire advertising community is coming together to contribute their unique creativity towards this cause, leveraging the print medium.”

Raj Jain, CEO, Bennett, Coleman & Co. Ltd (BCCL), stated, “Power of Print is a unique initiative by the Times Group to drive creativity and engage the best creative minds in print advertising. Print advertising is one of its kind and appeals to all the five senses. Just like a book is almost always better than the movie based on it, we believe print advertising has so much more to offer. We are glad that Nestle has come on board as the partner for the first year with a very noble cause to 'Educate the Girl Child'. I think this programme will help spur the creative minds and rekindle the romance with the medium.”

Print has seen some of the most impactful and compelling campaigns over the years; campaigns that have changed brands and behaviour across nations. While we do see interesting print campaigns internationally, there is scope for improvement in India. The opportunity is to make print interesting and aspirational again and in the process, bring out its true potential.

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