HP promotes digital printing for brand differentiation

“Digital printing most suitable for brand owners”

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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
charge.”
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
costs.

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