MUMBAI, INDIA — The Times Power of Print competition announced its call for entries by printing advertising agencies names on newspapers. With the support of the Election Commission of India, the brief calls for advertisers to encourage people to vote in the upcoming elections.
The Times of India and Wondrlab personalized newspapers for agencies and made ads for advertisers calling them to participate personally. The personalized newspapers reached the offices of Ogilvy, Leo Burnett, BBH, FCB, DDB Mudra, Lowe Lintas. So, when the teams walked in, they would see an ad on the front page of The Times of India, made just for them.
Ogilvy got its personalized 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.”
Wondrlab’s CCO Amit Akali said, “Creativity can really change human behavior. We’ve seen it time and time again. So, to get more voters to exercise their right to vote, a creative idea is needed to make that happen. And our aim was to kickstart the creativity of the industry, with a creative idea of our own. By personalizing the newspaper itself. Ads written for them using nuances about their agencies. Which called them out to create a campaign that gets people to vote.”
Sagnik Ghosh – Head of Creative Strategy, Innovations, Branded Content and Trade Marketing for BCCLResponse of Times of India, added, “The Times Power of Print, now in its fifth edition and supported by the Election Commission of India, returns with a fervor. We are excited about the brief, which urges people to use their right to vote – it is a chance to make a difference and change lives. We strongly believe that every creative agency should take advantage of this opportunity and participate. To add a unique twist to our call for entry campaign, we personalized newspapers and extended invitations to agencies. We hope the brief piqued their interest as much as it did ours. We have put together an exciting campaign and cannot wait to see the entries.”
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.
To learn more about the contest, visit its website.
