HP India, in collaboration with Technova Imaging Systems, presented its comprehensive lineup of HP Indigo presses and solutions for the labels and packaging industry at Labelexpo India.
The stand featured the HP Digital Supermarket, an engaging display featuring a variety of applications printed for both Indian and global brands. The HP Indigo 6K digital press was exhibited at the stand while the HP Indigo V12 digital printing solution and HP Indigo 200K were virtually showcased. The stand had a security printing zone and a sustainability zone.
The HP Indigo V12 digital printing solution can print at speeds of 120 meters per minute while the HP Indigo 200K enables big labels.
A Appadurai, country manager, Indigo and inkjet business solutions, HP India, said the HP Digital Supermarket showcases the core of label printing. The same technology that is used to produce labels can also produce shrink sleeves, cartons, tubes, in-mold labels and flexible packaging pouches. The HP Indigo V12 and HP Indigo 200K presses enable much beyond what they are doing with labels, he said.
Appadurai talked about the #DettolSalutes campaign executed with the HP Indigo presses. Healthcare brand Dettol introduced a nationwide campaign, #DettolSalutes, in June 2021 as a tribute to Covid-19 warriors. Dettol replaced its logo with the image of a Covid warrior, along with their stories, on its liquid handwash packs by Skanem India.
Dettol’s parent company Reckitt launched a website, www.DettolSalutes.com, for people to share stories related to Covid protectors and create virtual Dettol liquid handwash packs, which could then be shared on their social media channels.
Reckitt sacrificed its brand logo space on 4 million packs to deliver the message through digital labels printed on HP Indigo presses.
Such premium examples of brand packaging illustrate how consumer engagement, hyper-localization, and personalization can be amalgamated into a brand story to provide a unique offering to end users, Appadurai said.
HP is enabling startups with the best packaging ability, Appadurai said, adding India will soon become the startup capital of the world. HP has signed deals with the Atal Incubation Centre, Bengaluru, the Coffee Board of India and Spices Board to enable startups with packaging solutions.
Security solutions
According to Google, one out of five medicines in India is counterfeited, Appadurai said, adding HP has about 40 different techniques for security printing, including variable data printing, specialty inks, covert and overt features, and guilloche patterns. By investing in security printing, pharma companies can earn big returns, he said.
Digital printing more sustainable
Plastic has been singled out as a villain, Appadurai said, adding there are problems with plastic recycling and sustainability, which is just a one-dimensional view of sustainability. “Our view of sustainability is 360 degrees,” he said, adding studies done on sustainable features of various printing processes show digital printing technology is 75% more sustainable with lower ozone-depleting gases, chemicals used during printing and water and power usage as compared to offset, flexo and gravure printing,” he said.
