The Focus
Times group commissioned Elephant to design a trophy for their initiative ‘Power of Print’ launched in 2016. Design of the trophy was to highlight the glory of the traditional print media and celebrate its impact.
The Design
Elephant team focused on ideas that explored the pride, legacy & association of print media in different materials & finishes befitting the grandeur & scale of awards. It was important to bring alive facets of print media through the elements of trophy to establish a direct connect with the initiative. Equally important was to build a sculptural value into the product that evokes pride and leaves a high recall impression for the awardees.
Rights to the logo and trademark belong to the Times of India Group, Bennett, Coleman & Co. Ltd.
The Story
In 2016, Times group had launched a unique initiative called ‘Power of Print’ that invites creative minds to celebrate and share impactful print campaigns developed on a real brief from a real client. Larger purpose was to attract young creative talent as well as advertisers to look at the charm & benefits of print advertisement.
A trophy instituted by India’s largest print media group to be awarded to some of the best creative teams in India called for highest levels of creativity, imagination and execution.
The trophy was conceived by the design team as a personification of a print press with a stack of newspapers unfolding as a captured movement into the masthead, “Times of India”
Conceptualizing a unique & highly aligned idea was only the first step towards a world-class memento. Getting the creative vision executed was an equally challenging task as each trophy was to be custom crafted for the specific occasion & awardees.
The team chose to use CNC machined Aluminum for precision crafting and Silver anodized block representing the folded stacks of newspaper that would rest on a laser engraved transparent crystal base. The folds of rising metal plate with etched masthead at top embody the essence of a printing plate used for printing the newspaper. The masthead wears the insignia of 'Power of Print' being the title of award being constituted.
The trophy was been designed in two sizes. Since 2017, the trophy is awarded every year to the winning teams and has become symbolic to the concept of ‘Power of Print’.
The entire initiative has become iconic and is considered a benchmark in getting the focus back to print media as a powerful tool of communication. The trophy has played a significant part in attaining high recall & pride in the initiative.
