India has made it to the fifth-biggest rank on the list of global producers of e-waste, with the country generating around two million tonnes of e-waste annually, according to the Global E-Waste Monitor. And the amount of e-waste produced is growing annually at 10%, with just a fraction of it being recycled, say industry experts.
Enter the third edition of Times Power of Print, an initiative of the Times Group, the publisher of this newspaper, that invites creatives across advertising agencies to conceptualise print advertising campaigns based on real briefs from companies and brands. This year, the objective of the Power of Print campaign will be: ‘Consciously identify items of e-waste lying around in homes and flush them out’. The Times Gorup has partnered with Croma and Rightway Solutiond (PRO), one of India’s largest electronics retailers & PRO for this initiative.
We are in our third year of Power of Print, an initiative that has become synonymous with driving the creation of compelling print campaigns that make a change. We are excited to work with Croma this year on this thought leadership programme. The brief could not have been more appropriate in this age of excess technology consumption,” said Sivakumar Sundaram, President, revenue at BCCL.
The winning creative team will see its campaign released in the pages of Times Group publications. “As part of Rightway Solutions’s mission statement, we have been trying to promote responsible consumption since the last two years, however with little success.
After attempting all the tricks of the trade — coaxing, pleading, bribing; it’s only a small audience that we have been able to influence. Using one of the leading newspapers of the country and the budding creative minds of the nation, we hope to envision a compelling creative campaign that promotes more and more people to join Croma & Rightway Solutions in its endeavour towards a brighter tomorrow,” said Shashi Shekhar, Founder & CMO at Rightway Solutions . The last two editions of Power of Print saw more than 400 agencies compete. This year, the contest is also open to students, as the issue of ewaste is a compelling one for younger readers. The winning team will get a fully-paid trip to Cannes Lions advertising festival, where they will receive the Power of Print trophy.
The jury for this year comprises Ashish Chakravarty of McCann, Ashish Khazanchi of Enormous, Garima Khandelwal of Mullen Lintas, Harshad Rajadhyaksha of Ogilvy, Hemant Shringy of BBDO, Ritesh Ghosal of Croma, Nishant Singh Jadon of Rightway Solutions, Santosh Padhi of Taproot, Tista Sen of Wunderman Thompson, and Sandipan Bhattacharya of Grey Group.
For more information visit www.rightwaysolutions.co.in