Waste That Won’t Go to Waste

For the Times Group’s Power of Print challenge, Croma set out to spark awareness around responsible e-waste disposal, a growing issue in a world that upgrades its gadgets faster than it recycles them. The brief asked for a print idea that could simplify the problem, dramatise the solution, and show how Croma enables consumers to make a sustainable choice. The campaign visualises a striking transformation: a cracked, discarded gadget morphing seamlessly into a refurbished, gift-ready device. This visual metaphor turns e-waste into possibility, reminding people that what looks unusable still has value when recycled the right way. The clean, minimal layout ensures the message lands instantly, with the object itself becoming the hero. At the heart of the solution is Croma e-care, the brand’s eco-friendly e-waste management service. The ads position Croma as a responsible tech partner, one that collects, recycles, and repurposes old electronics so they don’t end up in landfills. The line “Waste That Won’t Go to Waste” reinforces the idea of giving gadgets a second life. This print campaign blends purpose with clarity: simple, impactful, and easy to act on. It nudges consumers to rethink their relationship with old electronics and highlights Croma’s commitment to sustainability in a way that’s both visually memorable and socially relevant.