Silverpoint Press, a commercial printer based in Mumbai, offers high quality sheetfed and digital solutions for a wide range of products. Established more than three decades ago, it has been associated with Indian companies, multinationals and advertising agencies as well as creative artists, photographers and designers.
With reduction in print volumes, many commercial printers shifted their focus to package printing. In this scenario Silverpoint launched a brochure to introduce the concept of augmented reality in 2013. This brochure took print beyond the usual ink on paper to a stage where the reader could connect to the digital world through print.
The company has evolved in terms of print and digital solutions and is a reputed high-end commercial printer. Silverpoint’s art of impressions is visible in its approach towards print technology, which includes etching on paper, 3D embossing, metallic stickers on an array of fabrication and finishing techniques, and innovative concepts and designs among others. Silverpoint also provides augmented reality solutions. Speaking to Indian Printer and Publisher, Saifee Makasarwala, COO of Silverpoint said, “Earlier brochures and magazines were printed in four colors but today they are sold as luxury products with value additions in foiling, embossing and UV printing.”
Augmented reality is a technology wherein digital data merges with the real world environment to bring to life a static printed image on a magazine, newspaper, packaging carton, or any other surface. This technology is a medium which connects the print media to smartphones. The smartphones are further connected to 3D models, videos and interactive sessions. The link to digital through print deepens the bond between the consumer and the brand by engaging them in a memorable experience. If a brand evokes positive emotions about what people think they are more likely to associate with it. “With this technology, the same printed brochures now do more than you would foresee. They have the ability to collect feedback for our clients allowing them to communicate more effectively. With the advent and spread of new generation mobile devices, the timing is apt for a revolution in the print media,” Makasarwala added.
An app developed in-house takes control of the device’s camera. When users scan the image through this app, a video, 3D model and the web pops up for an interactive session. For instance, the Nerolac brochure printed by Silverpoint has an icon of a bungalow and after scanning the image through a mobile different colors along with images are displayed on the mobile. Users can switch to different colors and applications display a range of selected colors on an object thus helping users to come close to reality and assist in purchasing a product. So, a user can visualize one product in as many colors as needed and each such image is not required to be printed in a brochure. Therefore, reducing the number of pages saves cost and time as desired by the clients. By developing an application for a color swatch book for the paint industry, Silverpoint has developed customized solutions for different industries like 3D models for automobiles to showcase cars at different angles along with interiors, videos for the fashion industry and few other products. “Any industry which requires a solution in experiential marketing can opt for augmented reality technology,” Makasarwala adds.
Recently, Silverpoint has launched an app for Century Ply that has a record of over 1,000 downloads by smartphone users. The best part is an innumerable number of designs with numerous colors that can be accessed by users in applications and it can collect feedback for clients. With a stronghold in digital and print, the company has established its presence in Dubai, Middle East and Europe. Moreover, the company has developed Xploar Platform, a generic userfriendly augmented reality browser for the print and publishing industry which enhances and empowers the print media with virtual content. This app is used by many clients of Silverpoint who haven’t developed their own app and even by newspapers and magazines to print the clients’ advertisements that can be linked to the web and social media.
Image recognition technology
“Augmented reality is based on image recognition technology so the image can be on any substrate or electronic display. We provide digital support at a low printing cost, I think it is the biggest value add that anyone can provide,” Makasarwala says.
Presently, Daniel Muchhala, director – business development, is the third generation of Silverpoint to handle business activities since the last year. Speaking about the latest installations at the unit Makasarwala says, “It’s a continuous process and recently we installed laser cutting, foil stamping and embossing machines. We make different kinds of dies and often source them from abroad. Our endeavours include value additions at every stage with quality printing,” Makasarwala concludes.
