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. It was an innovation that impacted the human lives.”
The presentation concluded with a video representation on how digital printing helped Manipal print solutions to enhance the production capacity at low inventory costs.
