The Brand Print Global Series is a new generation of trade shows from the team behind the market-leading label and package printing events Labelexpo Global Series. The shows focus solely on key growth areas of the print market: point of sale, point of display, fleet graphics; sampling packs, collation packs, corrugated luxury packaging and promotional graphics. We met Pradeep Saroha, event director for Brand Print India 2020 and Labelexpo India 2020, to know more about the newly launched event Brand Print India. Here is an excerpt from the interview.
Mahan Hazarika: What is Brand Print India?
Pradeep Saroha: Brand Print India 2020 is a recent addition to our new global portfolio of niche shows showcasing the latest technologies in the production of print materials for integrated brand marketing campaigns. Attendees will learn about the burgeoning opportunities in this fast growing market which includes direct mail, brochures, outdoor and indoor graphics, point of sale, point of display, fleet graphics, gift and promotional packaging, collation packs, decorated corrugated displays and shipping cases, 3D printing and more. The focus is very much on large and mid-web format technology.
The first edition of Brand Print India will take place from 29 October – 1 November 2020 at India Expo Centre & Mart, Greater Noida, Delhi NCR, and will be co-located with the 2020 edition of our well-established Labelexpo India. It is the only niche show of its kind in the region that will strategically connect suppliers of machinery, substrates, ancillaries/tooling, consumables and software with printers looking to develop their service offerings to the profitable sector of brand marketing.
Mahan Hazarika: Why did Tarsus launch Brand Print India 2020?
Pradeep Saroha: The fast growing Indian retail industry is the country’s largest sector, accounting for 10% of India’s GDP and 8% of total employment*. With a projected retail value of 1.1 trillion USD this year in India making it the fifth largest retail destination in the world*, India’s retail industry is already attracting many global brands, and creating huge opportunities for its lucrative branded print sector. This exponential growth is fueled by a wealthier middle class with more disposable income, that prefers to shop and be entertained under one roof. This, coupled with rapid urbanization and digitization, is encouraging the rise of multi-story retail malls and an emphasis on the ‘consumer experience’. Brands are therefore increasingly competing to come up with compelling in-store promotional graphics and visuals, not to mention superior products with eye-catching packaging. Naturally, this is increasing the demand for high quality indoor and outdoor promotional print materials for brands. So Brand Print India 2020 is designed to tap into all of this; as mentioned, it is the only niche show of its kind in the region.
Mahan Hazarika: Why is Brand Print India co-located with Labelexpo India 2020?
Pradeep Saroha: The synergies between Labelexpo and Brand Print India are two-fold. Firstly, many label printers are now diversifying their business into large format printing, such as signage printing jobs, to increase their product and service offerings. But they might not know about packaging and marketing, and might face issues in terms of color and brand management. So this is where having the two segments co-located under one roof is a huge advantage.
At the same time, brand owners will be able to discover the latest technology that goes into product labeling and packaging, even before they market and sell the finished labeled and packed product to the end-consumer.
Secondly, brands are struggling to differentiate their products and marketing strategies in the era of aggressive competition. Many of them are already present on the digital platforms but digital marketing is now creating clutter in the digital space and consumers find them distracting and invasive, which is resulting in ad-free services such as Netflix.
This is where print is making a comeback in the branded print segment. Print is generally associated with industrial printing and not ideas. We aim to change that with Brand Print India 2020, and help brand owners to see the latest technology in large format/mid-web printing and be inspired to come up with innovative marketing strategies to promote their products and make them stand out.
Taken together, Labelexpo and Brand Print India will promote the power of print.
Mahan Hazarika: Is it aimed at bringing in new visitor segment to the ground or aimed at streamlining the traditional Labelexpo visitors accordingly?
Pradeep Saroha: The show targets printers specifically looking to buy large format and mid-web equipment and services for short-run and one-off printing solutions; as mentioned, this includes point of sale, point of display, fleet graphics, signage, sampling packs, collation packs, decorated corrugated displays and shipping cases, and promotional graphics. In many cases, this is indeed a new visitor segment for us, but as mentioned above, there is also major potential among existing Labelexpo exhibitors who are moving into the lucrative branded print market.
At Labelexpo India 2018, we offered a Brand Innovation showcase feature, which proved extremely popular with brand owners, and feedback told us that there was a huge appetite for them to further engage with the printers and equipment manufacturers to experience the possibilities for their brand in making it stand out from the competition.
Mahan Hazarika: Going forward, do you have plans to organize it as a separate event?
Pradeep Saroha: As mentioned, Brand Print India is a separate show, but co-located with Labelexpo India. Our intention is to continue to co-locate the two, given the cross-over potential for visitors and exhibitors alike, as mentioned above.
Mahan Hazarika: In India, there is an existing exhibition Media Expo addressing the branding, signage and outdoor media industry. How is Brand Print India 2020 different?
Pradeep Saroha: As mentioned, Brand Print is very much a niche, targeted show. It’s laser focused specifically on the fast-growing areas of the branded print market; we want visitors coming to the show knowing that they will discover how they can grow their business in this rapidly expanding market by meeting the leading manufacturers in this space from around the world, who can educate them on the best technology choices.
By contrast, other shows are much more localized and general, covering a much wider range of branded print segments such as commercial printing, interior design, trophy and glass printing, as well as the non-printed side of signage such as LED.
*Source: IBEF.org