COVID focus turns from 'self' as Times backs print power

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A competition in which agencies and creatives are invited to build print campaign for an actual client has returned for its fourth year.

Times of India publishers Bennett, Coleman & Co have reprised the 'Power of Print' competition in partnership with electronic, white and computer goods retailer Croma with a topical theme... to win public acceptance for the wearing of masks as "the most logical solution to the COVID-19 pandemic".

The aim is to broaden attention - mostly limited to the single selfish purpose of safeguarding individuals - changing the narrative to protecting the world from 'me'. The brief says that at an emotional level, the print campaign needs to deliver the message: "I do not have the right to put anyone else's life at risk."

A secondary objective is to position Croma as a customer-centric retail brand, projecting the retailer as safe and encouraging a high standard of customer consciousness.

Creative professionals are invited to participate singly or in teams of two, with entries from students also welcome. Entries are also invited in Hindi, Marathi, Kannada and Bengali through Times Group's language publications.

They must be received by February 12, 2021, with preliminary judging set for February 18-22 February. Awards will be announced on March 5.

Senthil Kumar of Wunderman Thompson, Preeti Vyas of Vyas Giannetti, Kainaz Karmakar of Ogilvy, Russell Barett of BBH, KV Sridhar of Hypercollective and Ritesh Ghoshal of Croma will judge the entries.

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