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.’

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital 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.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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