Power of Print (POP) is a unique initiative by The Times Group that invites young minds to participate in a celebrated contest, which establishes print as a powerful medium of storytelling. For this, POP throws a contest open to creative minds who build a campaign for a real brief given by a brand.

For the third edition of the Power of Print contest held in 2019, the Times Group collaborated with Croma and offered all communication agencies an opportunity to create their version of an award-winning campaign revolving around ‘e-waste management’.

What prompted them to come up with this topic? The multi-brand electronic retain chain realised that consumers are often looking for a good exchange or value for money from their old electronic products. This is what gave birth to the idea of e-waste management wherein Croma wanted their consumers to start disposing of their e-waste as hoarding them could be harmful to the environment. The focus was to ‘Consciously identify items of e-waste lying around in their homes and flush them out’.

The submitted entries were short-listed and judged by a prominent jury comprising Ashish Chakravarty (Head of Creative and Executive Director McCann Worldgroup India), Garima Khandelwal (CCO, Mullen Lintas), Ashish Khazanchi (Managing Partner, Enormous), Harshad Rajadhyaksha (Chief Creative Officer, Ogilvy—West), Hemant Shringy (CCO, BBDO India), Ritesh Ghosal (CMO, Croma), Santosh Padhi (CCO & Co-founder, Taproot Dentsu)
Tista Sen, (Regional Creative Director, Wunderman Thompson) and Sandipan Bhattacharya (CCO, Grey Group).

A total of 960 entries were submitted for this edition. 896 entries of these came from agencies while 64 were from students! The winners, Harish Gadkari, Associate Creative Director and Dipak Mane, Visualiser from Collateral—the Storytellers had their campaign printed in the Times Group Publications. Additionally, they also attended the renowned Cannes Lions International Festival of Creativity that was held in June in France!