This Monday, the advertising industry woke up to The Times of India printed with their names.
The Times Power of Print competition is back, this time supported by the Election Commission of India. Advertisers are tasked with encouraging people to vote in the upcoming elections. Wondrlab's team seized this call-for-entry opportunity and created a personalized campaign urging advertisers to participate in the Times Power of Print.
The Times of India and Wondrlab personalized newspapers for agencies and crafted ads for advertisers, addressing them personally. These personalized newspapers were delivered to the offices of Ogilvy, Leo Burnett, BBH, FCB, DDB Mudra, Lowe Lintas, and others. As teams walked in, they encountered an ad on the front page of The Times of India tailored just for them.
For instance, Ogilvy received a personalized copy with the front page stating, “It will take a five-star campaign from Ogilvy to get Suresh & Ramesh & the rest of India to vote." Meanwhile, Leo Burnett’s front page read, “Leo Burnett, use the power of the black pencil to rewrite voter turnout.”
Amit Akali, Wondrlab’s CCO, explained, “Creativity can change human behaviour. So, to increase voter turnout, a creative idea is needed. We aimed to kickstart the industry's creativity with a creative idea of our own—personalizing the newspaper and crafting ads tailored to each agency.”
Sagnik Ghosh, head of the creative strategy at BCCL Response, Times of India, commented on the campaign, “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. We strongly believe that every creative agency should participate.”
The winners of the competition will 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.
