Vistara joins HP’s Project Smile

BringingTheSmilesBack to the frontline in health

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HP
'Project Smile' aims to make make human interactions more humane

Vistara, one of India’s full service airlines, joins hands with HP for its ‘Project Smile’ initiative which aims to recognise health workers, technicians and doctors on the frontline of the Covid-19 pandemic by printing and pasting their smiling faces on their respective protective suits. Patients in the Covid-19 wards can see who is caring for them behind the masks. Through the initiative Vistara celebrates the spirit and effort of its frontline teams, between 7 and 9 October 2020, by #BringingTheSmilesBack from behind their masks. With this, Vistara also becomes the first non-healthcare brand to associate with Project Smile.

Deepti Sampat, vice president, marketing, Vistara, said, “These unprecedented times have reminded us all the significance of the selfless work of those on the frontline. Despite the odds and much like health workers, airline cabin crew around the world continue to brave this pandemic and help people travel safely. Our participation in HP’s ‘Project Smile’ is – first – an expression of Vistara’s recognition of their effort, and second, a reminder to our customers that behind those protective gear, we remain the people who serve them with the same warmth and smiles as we always did.”

Cabin crew on Vistara’s flights between Delhi and London Heathrow, Chennai, Hyderabad, Kolkata, Mumbai, and Goa, will have these special photo stickers pasted on their protective suits, during the three-day period. The stickers will be printed on environment-friendly paper, appropriate for use in sensitive environments like hospitals and flights.

‘Project Smile’ is an initiative run by HP that aims to bring back smiles of people on the frontline and make human interactions more humane.

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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