First the good news. One thing that emerged during the Jury Day was the optimism. Many of the jury members anticipate that 2019 will see continued growth. India is consolidating and this should help drive revenues. Books are fighting back the digital dada-giri. Even newspapers and B2B and B2C magazines are creeping into TV territory since the ever-growing number of broadcast channels are diluting that market.

That’s not all, India’s top hundred brands are realising that billboards – arguably one of the oldest mediums of outreach – are an amazing way to target the commuters at metro stations. A neuroscience study looked at how consumers interact with, think and feel about advertising on the metro journey. It identified that the Metro is a unique environment where people embrace advertising, with 60% saying ads provide a welcome distraction. Different clients are using OOH in different ways. Car manufacturers put it outside garages, building contractors put it on hoardings while construction takes place, and online brands like Amazon and Flipkart use it as a way to target the Diwali shoppers, and Netflix to promote their online shows.

Indians are finding print and packaging more attractive now because the quality has improved, and the fact digital has caught up with litho means more bespoke jobs can be created, generating work personalised to different corners of the country. Newcomers like Paper Boat, Raw Pressery are exploring innovative ways of using design and material that work fabulously.

The 900+ samples on display at the banquet at 18.99 Latitude in Mumbai reflected the innovation.

There was a newspaper printed on an Orient and Manugraph which created 3D images for lakhs of copies. It was an ad which was printed on 42gsm newsprint.

Then there were smart books that were linked to a digital form. It made education in your mother tongue - fun and interactive. Likewise, there was an innovation with MetPET fresnel lens which was introduced (perhaps for the first time) for academic books. This one helped to demystify complex concepts in physics.

Then there was an electroluminescence POS display with sequential animation. It was customised and die-cut and made with an electric circuit on non-conductive PET.

Then there was a twin image display to showcase a washing machine that cleans dirt. It was immaculately screen printed and the material was thermoformed and integrated with electronics. An interesting way to highlight health hazard.

Then there were eco-friendly multipurpose cartons with in-built phone chargers and gift boxes for perfumes and jewels.

Then there was a box developed in collaboration with an eye institute. Current data suggests that more than 90% of people with uncorrected refractive errors worldwide live in rural and low-income countries. This simple box is an attempt to provide affordable tools for refractive error screening in these areas.

There is a lot more. What I have jotted down is a mere 1% of the excellence and the creative juices that were on show.
One hundred and five salaams to these one hundred and five companies.

The Award Night on 29 November (Thursday) shall unveil the winner at the St Regis, Lower Parel.

I hope to see you there.

The Awards Night seat bookings are now open, please contact Sudhanva Jategaonkar
sudhanva.jategaonkar@haymarketsac.com

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