Power of Print (POP) is a one-of-a-kind initiative by The Times of India, inviting young creative minds to participate in a celebrated contest that reinforces print as a powerful storytelling medium. The platform challenges participants to craft compelling campaigns based on real briefs provided by leading brands, showcasing the unique impact of print advertising.
Over the years, POP has grown into a flagship initiative, highlighting the enduring strength and versatility of print.
In its first two editions, the contest garnered remarkable engagement, with Nestlé as the brand partner. Campaigns addressed critical social issues like #EducateTheGirlChild and #HelpParentsKnowGoodFood, driving awareness and sparking conversation. The initiative drew over 900 entries from 200+ ad agencies, demonstrating the effectiveness of print in delivering powerful brand messages.
The third edition in 2019 saw a collaboration with Croma, focusing on ‘e-waste management’. Croma recognised that while consumers often seek value from old electronics, the habit of hoarding outdated gadgets poses environmental risks. This led to a campaign urging individuals to identify and responsibly dispose of e-waste, promoting sustainable consumption.
The fourth edition, launched during the pandemic, addressed a pressing and timely issue — the importance of wearing masks for personal and public safety. Despite challenging circumstances, the initiative continued to engage creative minds, reinforcing print’s role in driving meaningful social change.
Most Recently – The Power of Print (POP) initiative by The Times of India partnered with the Election Commission of India (ECI) to launch a campaign titled ‘I Vote for Sure’. This collaboration aimed to encourage higher voter turnout in the 2024 general elections, emphasising the significance of every individual’s vote in strengthening democracy. The winning team was awarded the opportunity to have their campaign published in The Times of India publications and received a fully paid trip to the Cannes Lions Festival of Creativity 2025. In Just 11 days, this initiative received over 550 entries and was a huge success.
