Since the objective was to demonstrate the power of print, we ran a print only ATL campaign in The Times of India (general newspaper), The Economic Times (business newspaper) and Brand Equity (advertising & marketing supplement) publications calling for entries. We also did an agency outreach program by connecting with creative leaders and putting up communication in communication agencies to spread the awareness about this initiative to the relevant TG.

We ran a month long national print campaign in the Times of India and Economic Times publications. The campaign was promoted through outdoors in Mumbai airport and awareness at the ground level in advertising agencies

This campaign was further amplified through our social media pages and our website - Times Power of Print where all the information regarding the contest was provided.

The Times Group got an unprecedented response that beat all estimates. We got an overwhelming participation from 417 agencies with an astounding 823 entries - possibly the highest number ever for a single award in the country beating all other established awards.

In addition, Times of India got positioned as the thought leader driving the industry agenda to improve creativity and effectiveness of print advertising and earned an additional revenue of Rs. 2.1 crore through this initiative.

The number of entries and the quality of work is a testimony to the stupendous success of the Power of Print. While the intention was to award only one team, given the huge response, we decided to recognize three teams on stage at the Kyoorius Creative Awards and recognize them in our newspapers.