Times of India’s ‘Times Power of Print’ competition is back and better than before.
This time, the exciting context is supported by the Election Commission of India. The brief for advertisers is to encourage people to vote in the upcoming elections. Wondrlab’s team has used this call-for-entry opportunity and created a personalized campaign that encourages advertisers to participate in the ‘Times Power of Print’.
These personalized newspapers reached the offices of Ogilvy, Leo Burnett, BBH, FCB, DDB Mudra and Lowe Lintas, among others. When teams walked in, they saw the ads flashing on the front page of the Times of India, made just for them. Ogilvy’s personalized copy said, ““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 CCO Amit Akali said, “Creativity can really change human behaviour. 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 personalising 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 creative strategy, innovations, branded content and trade marketing for BCCL Response, Times of India said, “The Times Power of Print, now in its 5th edition and supported by the Election Commission of India, returns with a fervour. 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 personalised 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 lucky winners of the competition will get to see their campaign published in The Times of India publications and will additionally receive a fully paid trip to the Cannes Lions Festival of Creativity in 2025.
Wondrlab CCO Amit Akali said, “Creativity can really change human behaviour. 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 personalising 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 creative strategy, innovations, branded content and trade marketing for BCCL Response, Times of India said, “The Times Power of Print, now in its 5th edition and supported by the Election Commission of India, returns with a fervour. 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 personalised 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.”
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