NEW DELHI, INDIA: Print medium is more effective than digital to create awareness about e-waste and bring about behavioral change in consumers for its appropriate disposal, ad makers said.
“People who read newspapers are slightly more evolved and discerning than people who consume information from TV or social media. And since the topic of e-waste disposal is in its initial stages, these people will react faster to any campaign on it,” said Ashish Chakravarty, executive director & head of creative at McCann World group India.
With India becoming one of the largest producers of e-waste globally, the Times Group, the publisher of this newspaper, has joined hands with Croma to invite communication agencies to come up with award-winning campaigns for ‘e-waste management’ under the Power-of-Print (POP) initiative to drive its responsible disposal.
E-waste is not a well-understood problem in big cities as well as in small towns. The beauty of print is that it is an indulgent medium. When you are reading your newspaper or magazine, you are only involved in that and not scrolling a Facebook timeline. You have some assured time from the reader and therefore can make a compelling case. It’s brilliant for Croma to have partnered TOI because it has been a benchmark for all things print from an advertising point of view, said Harshad Rajadhyaksha, CCO at Ogilvy India
Most electronics goods majors, including Croma, Sony and LG, are of the view that Indian consumers are hesitant to part with their ageing devices, especially smartphones that are set to become one of the largest contributors to e-waste. At Croma, for instance, only 5% of the e-waste collected are mobile devices.
“We have achieved our e-waste collection targets in the past two financial years and are working towards the same in the current fiscal year as well. However, keeping in mind the government mandate to increase e-waste collection in future, corporates may find it difficult to achieve such targets and therefore, such campaigns are very important to spread awareness among consumers,” said Sunil Nayyar, MD at Sony India.
The concerns are well-founded because India generates around two million tonnes of e-waste every year and recycles a mere 5% of it. The country currently ranks fifth among e-waste generating economies.
“E-waste is one of the new-age initiatives and I am glad print has been chosen. When Facebook had that fiasco around a couple of years back, it chose full-page newspaper ads to address it. That’s the power of the medium and it’s not only in India. With this traditional medium, you can spend a lot of time with the consumer and engage him or her and drive behavioral change,” said Santosh Padhi, co-founder of Taproot.
Source: Times of India