It’s on! – Media Expo New Delhi 4 to 6 December 2020

Impact of physical advertising to remain irreplaceable

Media Expo New Delhi
Raj Manek, managing director of Messe Frankfurt India Photo Messe Frankfurt India

According to a press release from Messe Frankfurt India, the organizers of the Media Expo exhibitions in India say that the Indian economy is gradually re-opening, and outdoor interactions are returning to normal. They expect the indoor, outdoor, and signage advertising segments will re-emerge as credible advertising mediums for B2C communication.

The change in the nature of B2C interaction has altered the perception of advertising. Before the lockdown, India’s out-of-home advertising segment was growing at a healthy rate, estimated to gain a 6% share in ad spend by the end of 2020. However, due to the pandemic, the physical advertising segments have been facing a slowdown, like many other industries.

For decades, the indoor, outdoor, and signage advertising segments in India have allowed businesses to connect with their audience personally and emotionally. With restrictions on trade and consumer mobility now being slowly lifted, the level of outdoor interactions is returning toward normal. These segments will make a comeback as “credible advertising mediums for B2C Communication,” affirmed Raj Gopal Iyer, GM – Marketing, Infiniti Retail (Croma), during the Media Expo webinar on ‘Behavioural change in indoor and outdoor advertising after Covid-19’ organized by Messe Frankfurt India.

Consumer behavior is expected to change post-pandemic. Many consumers who have been dormant in their buying habits will turn to ‘revenge shopping,’ and demands from these players will immediately permeate the market post lockdown. “Hence, the goal of advertising will be to draw demand from ‘revelation buyers’ and ‘restricted buyers’ who will be much more reclusive in their buying,” shared Ambi Parameswaran, Brand coach and founder,, during the same webinar.

Virtually syncing during the lockdown 

Messe Frankfurt India’s virtual webinars for Media Expo have played a crucial role in keeping the printing, advertising, and signage fraternity in sync throughout the lockdown. The insights gained during these webinars will help the organizer create a much better-equipped platform for B2B reconnection through its upcoming exhibition.

“Both the digital and the physical advertising mediums will be equally crucial for businesses to re-engage with their customers in the new normal. However, physical advertising mediums like indoor, outdoor, and signage will hold a significant value for marketers as the impact of personal touch that they have on customers will remain irreplaceable. I, therefore, believe that as the economy heads towards total unlock, these mediums are bound to make a strong comeback,” states Raj Manek, executive director and board member of Messe Frankfurt Asia Holdings.

The new edition of Media Expo New Delhi (set to be held from 4 – 6 December 2020) will bring various innovations from manufacturers of indoor, OOH, and signage solutions to brands, agencies, and vendors. Equipped with smart solutions and a rejuvenated approach for the future, the physical advertising fraternity will undoubtedly be able to bounce back ever so strongly.

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.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Indian Printer and Publisher’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

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