Comart helps Essel set brand visibility through building wraps

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Comart helps Essel set brand visibility through building wraps
Fred Poonawala

Exploring new possibilities of branding with digital print, building wraps have revolutionized the branding space for giant outdoor media. Building wraps, a form of large outdoor media using digitally printed banners, are one of the most powerful and high impact forms of outdoor advertising that enable companies to cover an entire building with seamless graphics.

Comart Reprographers, providers of creative services including digital photography, design studio for below-the-line print and electronic communications, and graphics art training, is well known for producing building wraps. In addition to creative services, Comart Reprographers also offers advice on artwork and installation requirements.

Recently, the company successfully accomplished a building wrap project with Essel Infraprojects based in Jabalpur, Madhya Pradesh. With an aim to deliver sustainable solutions and contribute to environmental sustainability, Essel Infraprojects commissioned the first-of-its-kind Municipal Solid Waste (MSW) treatment plant in Madhya Pradesh.

The primary reason for installing the building wrap was to build corporate identity and visibility for Essel group, in which buildings can serve as a fabulous way to create brand awareness. Speaking to Indian Printer & Publisher, Fred Ponnawala, director of Comart group, says, “We always strive to strengthen our client relationships by providing quality products with warranty. The building wrap installed at Essel’s plant is expected to sustain for three years without fading of colors. We bring expertise to the project to ensure that the materials, processes and installation are selected to display the client’s creativity in the best possible way. Using 3M substrates and latest digital technology, we ensure that the building wraps are produced and installed to the highest professional standards.”

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The eight-decade-old Comart group is an expert in advertising and marketing communications. The group supervises every aspect of large format banners and manufactures building wrap to meet the requirements. The piece of art wrapped around Essel’s Jabalpur plant measures 60 inch x 60 inch and 120 x 5 inch, and is 100 meters high. The design was provided by Essel group and took one month for planning and ten days to execute and install.

Essel Infraprojects has an exclusive partnership with Hitachi Zosen, a global leader in ‘Waste to Energy’ technologies. The Jabalpur MSW Private Limited (JMPL) project deploys Hitachi Zosen’s customized thermal waste processing solution to generate 11.5 MW energy by recycling 600 tons of solid waste in a day. Thus, the plant successfully empowers 18,000 households in Jabalpur. According to Poonawala, Jabalpur has a humid subtropical climate, typical of North-Central India, with extreme hot and cold temperatures—a major challenge for exterior signage. Featured among the top 40 success stories in improving urban infrastructure, the Jabalpur plant is a testament to Essel Group’s expertise in the area of Green Energy and symbolizes their commitment in delivering innovative solutions and partnering with India’s growth story, contributing towards initiatives like ‘Smart Cities’ and ‘Swachch Bharat.’

2023 promises an interesting ride for print in India

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. While the print and packaging industries have been resilient in the past 33 months since the pandemic lockdown of 25 March 2020, the commercial printing and newspaper industries have yet to recover their pre-Covid trajectory.

The fragmented commercial printing industry faces substantial challenges as does the newspaper industry. While digital short-run printing and the signage industry seem to be recovering a bit faster, ultimately their growth will also be moderated by the progress of the overall economy. On the other hand book printing exports are doing well but they too face several supply-chain and logistics challenges.

The price of publication papers including newsprint has been high in the past year while availability is diminished by several mills shutting down their publication paper and newsprint machines in the past four years. Indian paper mills are also exporting many types of paper and have raised prices for Indian printers. To some extent, this has helped in the recovery of the digital printing industry with its on-demand short-run and low-wastage paradigm.

Ultimately digital print and other digital channels 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. For instance, there is no alternative to a rise in textbook consumption but this segment will only reach normality in the next financial year beginning on 1 April 2023.

Thus while the new normal is a moving target and many commercial printers look to diversification, we believe that our target audiences may shift and change. Like them, we will also have to adapt with agility to keep up with their business and technical information needs.

Our 2023 media kit is ready, and it is the right time to take stock and reconnect with your potential markets and customers. Print is the glue for the growth of liberal education, new industry, and an emerging economy. We seek your participation in what promises to be an interesting ride.

– Naresh Khanna

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