In its fifth edition, The Times Power of Print, has joined hands with the Election Commission of India and challenged the advertising agencies to come up with award winning campaigns for a cause – ‘I vote for sure’, that encourages more people to exercise their right to vote.
Wondrlab, the integrated marketing technology company behind this campaign, used this call-for-entry opportunity and created personalised newspapers for agencies and made ads for advertisers calling them to participate personally. The advertisements were written specifically for each agency using nuances about them. For instance, Ogilvy got their personalised copy of The Times of India with the front page saying, “It will take a five-star campaign from Ogilvy to get Suresh & Ramesh & the rest of India to vote”, while Leo Burnett’s front page said, “Leo Burnett, use the power of the black pencil to rewrite voter turnout.”. BBH’s personalised advertisement said, “We know BBH can get the voters of India to keep walking towards the booths.”
The personalised newspapers reached the offices of Ogilvy, Leo Burnett, BBH, FCB, DDB Mudra and Lowe Lintas, among others.
The jury that will select the winning campaign comprises Rajdeepak Das, CCO - Publicis Groupe and chairman, Leo Burnett, South Asia, Prajato Guha Thakurta, founder and CCO, Manja, Ashish Chakravarty, executive director and India head of creative, McCann Group, Parixit Bhattacharya, CCO, BBH, Ashwini Deshpande, co-founder director, Elephant Design and P.G. Aditya, co-founder and CCO, Talented.
The winners of the competition get to see their campaign published in The Times of India publications and receive a fully paid trip to the Cannes Lions Festival of Creativity in 2025.
The Times Power of Print is a Times Group initiative that invites creative minds to build an impactful print campaign for a real brief.
The first year, the focus of the campaign was “educate the girl child”, followed by an “educate parents on the right nutrition for their kids” campaign in the second year. The third edition’s focus was “e-waste management”, while the last one reiterated the message of “wear a mask for a brighter everyday” during the height of the Covid wave.
