HP promotes digital printing for brand differentiation

“Digital printing most suitable for brand owners”

A Appadurai, country manager of HP, at the International Technology Conference at Pamex 2015. Photo PSA
A Appadurai, country manager of HP, at the International Technology Conference at Pamex 2015. Photo PSA

A Appadurai, country manager for the HP Indigo and Inkjet presses, leads the digital press initiative in India and Sri Lanka. He is responsible for the strategic planning
and execution of sales growth and business excellence initiatives for HP Indigo and
InkJet presses.
Appadurai believes digital printing is the most efficient way to meet the demands
of brands owners. Giving an example of differentiation of brands with digital printing, he said, “The iconic brand Coke – based on its ambition to strengthen the
brand’s bond with Australia’s young adults and inspire shared moments of happiness in the real and virtual worlds –became known as ‘Share a Coke.’ It was the first of-its-kind campaign that reached out to the millions by the power of the first name
in a social way. The Coke branding on bottles and cans was swapped with 150 most
popular monikers in Australia.”
After the success of the campaign they moved to another project. Such kind of
printing is possible only with the technology developed by HP. He said, “Another example is of ‘Your Signature Spirit,’ where anyone can print a personal message on
the bottle label. In easy steps, the consumer is able to customize the chosen bottle
of liquor by adding her own message to the label and have it delivered free of
Appadurai said, “Digital printing does not limit itself to branding and can tackle
serious issues including counterfeiting. With the help of digital printing, Ghanaian
tech innovator Bright Simons had put a code on all pharmaceutical packages that
enable the consumers to check whether  the product is authentic or not with a simple text message.”
The presentation concluded with a video representation on how digital printing
helped Manipal print solutions to enhance the production capacity at low inventory

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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– Naresh Khanna

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