Power of Print
About Times Group • A 179 year old company, The Times of India Group is the largest media conglomerate in India • Some of the leading newspaper brands in the country are run by Times Group
– The Times of India (English). Economic Times (English), Mumbai Mirror (English) and several vernacular publications
A look at some contemporary print Ads, India A look at some contemporary Print Ads, India
Poor Poorcreativity creativityininAds Adstoday today
Poor Creativity affecting the overall Newspaper Industry Poor creativity level of Print Ads Lowering ROI Expensive premium newspaper positions
Demise of the Newspaper Industry
The need of the Hour Launch an initiative to “Save the Newspaper Industry” from dying, due to poor ad creatives
Challenges • • •
• •
How do we get the young, digital natives excited about print advertising? How do we get creative teams engaged with 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
A unique initiative that invites creative minds to create an impactful print campaign for a real brief from a real client!
The real brief from Nestle India • 20 million girls drop out of school every year! • Nestle India has been working closely with Nanhi Kali, an NGO which works toward getting more and more girls to school – The partnership with Times Group gave them leverage of the print medium
• The brief was to create awareness on the need to #EducateTheGirlChild
Nanhi Kali, which means, young budding flower, - referring to the young girls of the nation, is an Indian nongovernmental organisation that supports education for underprivileged girls in India.
An esteemed jury was selected
Support from The Times Group • The Times Group supported the initiative with a call for entry campaign • Editorial articles talking about the need for girl education in the country
• The campaign was promoted through a print campaign, outdoor in Mumbai airport and awareness at the ground level in advertising agencies
Call for entries campaign
Posters in agencies
Outdoors at airport
Editorial build-up highlighting the advantages of print & on need to educate the girl child The Times of India (general newspaper) The Economic Times (business newspaper)
Brand Equity (advertising & marketing supplement)
Testimony from The Nestle India Chairman & MD
The Result • Overwhelming response from the communication fraternity
– Unprecedented number of entries for any advertising award
• High quality creative work achieving our objective of inspiring the fraternity and raising creativity in print
• 823 campaign entries from 417 communication agencies (The best award shows in India today get 80-100 entries at best!)
• Winning team of 2 won a fully paid trip to Cannes Lions 2017!
Shortlist – a selection
The Winner
Runner Up
Runner Up
Times Power of Print Trophy The Times of India joined hands with a leading design agency, Elephant Design, to create a trophy that represents the power of print. This was a metal and glass trophy in the shape of a newspaper stack representing the lasting impression of a newspaper.
Jury Testimonies
“There was no ambiguity in the brief, and the proof lies in the number of entries received” - Kainaz Karmakar Group Creative Director, Ogilvy
“A lot of people think print is a dying medium. However, it’s important to highlight that the romance of the print medium, the romance of the press ad is still there” - Senthil Kumar Chief Operating Officer, JWT
Grand Finale The Winners and Runners-Up were felicitated at the Kyoorius Creative Awards on June 2nd, 2017 in Mumbai
J. Walter Thompson – Winning team with Mr. Raj Jain, CEO of BCCL and Mr. Suresh Narayanan, Chairman & MD of Nestle
A write-up in the Brand equity about the winning entries
Thank You!
– The Times of India (English). Economic Times (English), Mumbai Mirror (English) and several vernacular publications
A look at some contemporary print Ads, India A look at some contemporary Print Ads, India
Poor Poorcreativity creativityininAds Adstoday today
Poor Creativity affecting the overall Newspaper Industry Poor creativity level of Print Ads Lowering ROI Expensive premium newspaper positions
Demise of the Newspaper Industry
The need of the Hour Launch an initiative to “Save the Newspaper Industry” from dying, due to poor ad creatives
Challenges • • •
• •
How do we get the young, digital natives excited about print advertising? How do we get creative teams engaged with 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
A unique initiative that invites creative minds to create an impactful print campaign for a real brief from a real client!
The real brief from Nestle India • 20 million girls drop out of school every year! • Nestle India has been working closely with Nanhi Kali, an NGO which works toward getting more and more girls to school – The partnership with Times Group gave them leverage of the print medium
• The brief was to create awareness on the need to #EducateTheGirlChild
Nanhi Kali, which means, young budding flower, - referring to the young girls of the nation, is an Indian nongovernmental organisation that supports education for underprivileged girls in India.
An esteemed jury was selected
Support from The Times Group • The Times Group supported the initiative with a call for entry campaign • Editorial articles talking about the need for girl education in the country
• The campaign was promoted through a print campaign, outdoor in Mumbai airport and awareness at the ground level in advertising agencies
Call for entries campaign
Posters in agencies
Outdoors at airport
Editorial build-up highlighting the advantages of print & on need to educate the girl child The Times of India (general newspaper) The Economic Times (business newspaper)
Brand Equity (advertising & marketing supplement)
Testimony from The Nestle India Chairman & MD
The Result • Overwhelming response from the communication fraternity
– Unprecedented number of entries for any advertising award
• High quality creative work achieving our objective of inspiring the fraternity and raising creativity in print
• 823 campaign entries from 417 communication agencies (The best award shows in India today get 80-100 entries at best!)
• Winning team of 2 won a fully paid trip to Cannes Lions 2017!
Shortlist – a selection
The Winner
Runner Up
Runner Up
Times Power of Print Trophy The Times of India joined hands with a leading design agency, Elephant Design, to create a trophy that represents the power of print. This was a metal and glass trophy in the shape of a newspaper stack representing the lasting impression of a newspaper.
Jury Testimonies
“There was no ambiguity in the brief, and the proof lies in the number of entries received” - Kainaz Karmakar Group Creative Director, Ogilvy
“A lot of people think print is a dying medium. However, it’s important to highlight that the romance of the print medium, the romance of the press ad is still there” - Senthil Kumar Chief Operating Officer, JWT
Grand Finale The Winners and Runners-Up were felicitated at the Kyoorius Creative Awards on June 2nd, 2017 in Mumbai
J. Walter Thompson – Winning team with Mr. Raj Jain, CEO of BCCL and Mr. Suresh Narayanan, Chairman & MD of Nestle
A write-up in the Brand equity about the winning entries
Thank You!
