Brands reign with print’s prowess; screen and OOH

When speaking of brands, one cannot skip the mention of the long standing partnership between adidas and FIFA, which is now announced to be extended till the year 2030.

12 Jul 2014 | By Tanvi Parekh

Adidas – FIFA
With two days to go for the FIFA finals, one mulls over which team to put the bucks on. While here at PrintWeek India, the debate still continues over the would-be-champion, Bhargav Mistry, of Grafica India informs us that the football 'Brazuca', the official match ball, created by adidas has the impression of screen printing.

The ball, according to Mistry, was manufactured by Pakistan-based Forward Sports, and earlier by China-based Long Way Enterprise.

The Brazuca

The Brazuca has a multi-colour design representing Brazil. According to an official statement of FIFA (The Fédération Internationale de Football Association), the Brazuca's colours and ribbon-like design of the ball panels symbolise the traditional multi-coloured wish bracelets worn in Brazil. The Brazuca ball was created by the adidas, a FIFA Partner and FIFA World Cup Official Match Ball supplier.

A sneak in to the making of Brazuca.

Not only this, a lot of the merchandise like the PVC sticks, balloons, flags, t-shirts, caps, etc is screen printed. Mistry says, “The garments worn by the players and audience, have the impression of screen printing (direct to garment or heat transfer). In some cases they are printed on digital (DTG or sublimation).”

Here to the one last day to admire the glory of pint on (and off) the field! 

Meanwhile, an entry at the Cannes Lions 2014 glorified print in more ways than one. This was an entry by BBDO - Saree School. Manoj Yogi and Hitesh Shah of BBDO brought to us three pieces of work that they created.

These are 5.5 metre sarees, which have the Hindi barakhadi, muliplication tables and numbers printed on them. Both digital printing and traditional screen printing processes were used to produce this job.

For the manually screen-printed saree, the design was split across six different screens of 18x30inch. The three-colour job was readied in 10-12 days. On the other hand, the third saree was printed digitally and readied in two days. 

"The idea," says Yogi, "was to take education to the house of those who can not reach the schools." Furthermore, Shah says, " The client was insistent on screen printing the intricate design as it brought out the sharp cuts of the design."

The digitally printed sarees were readied at Andheri-based Digital Fashion House while the screen printed sarees were readied at Lower Parel-based Nisha Arts.

OOH
The Outdoor Advertising Convention 2014 (OAC), organised between 4-5 July, saw Milestone Brandcom sweep 17 metals (five gold, seven silver, and five bronze). The recognition was for the agency’s work over the last one year.

In the last one year, brands like ABP news, McDonald, Colors, Tata Docomo, Titan Eye+, ITC, Sony Max and Times of India have sought the wide-format way to reach out to and create their audience.

According to FICCI-KPMG report 2014, Brand owners spent approximately INR19.3 billion in 2013 on out-of-home advertising which approximates five per cent of advertisement spends.

These award-winning campaigns and other outdoor installations have termed the OOH medium as 'effective to convey the brand essence create a recall in the consumer mind.'  Nabendu Bhattacharyya, founder and MD, Milestone Brandcom, said, “At a time when the Outdoor Advertising industry is growing at rate of 7% and its size being pegged at 1900crore, we believe that strategic and innovative outdoor advertising can deliver much more than conventional streams.”
 
This is a positive sign for the industry.

More power to print, in more than one way!