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 IPP

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.

In 2024, we are looking at full recovery and growth-led investment in Indian printing

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. It created the category of privately owned B2B print magazines in the country. And by its diversification in packaging, (Packaging South Asia), food processing and packaging (IndiFoodBev) and health and medical supply chain and packaging (HealthTekPak), and its community activities in training, research, and conferences (Ipp Services, Training and Research) the organization continues to create platforms that demonstrate the need for quality information, data, technology insights and events.

India is a large and tough terrain and while its book publishing and commercial printing industry have recovered and are increasingly embracing digital print, the Indian newspaper industry continues to recover its credibility and circulation. The signage industry is also recovering and new technologies and audiences such as digital 3D additive printing, digital textiles, and industrial printing are coming onto our pages. Diversification is a fact of life for our readers and like them, we will also have to adapt with agility to keep up with their business and technical information needs.

India is one of the fastest growing economies in nominal and real terms – in a region poised for the highest change in year to year expenditure in printing equipment and consumables. Our 2024 media kit is ready, and it is the right time to take stock – to emphasize your visibility and relevance to your customers and turn potential markets into conversations.

– Naresh Khanna

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