Andhra Pradesh Paper Mills is launching its new Acid Free Copier Paper - "New Andhra Millennium Copier", which it claims to be the first of its kind in India. This means that books and documents will not become yellow with age. It is a "permanent paper", made to international standards, it is not only "acid-free," but also contains an alkaline buffer to neutralize the paper's acid content.
To aggressively promote acid free paper highlighting its unique attribute, Andhra Pradesh Paper Mills has awarded the Creative and Media functions to Maitri Advertising.
Acid free paper is one which has had the acid removed from the pulp so that it has a neutral 7.0 pH. The new acid free copier paper has several advantages to its credit. Acid Free means it is definitely environment friendly. As a result of the absence of acid content the paper is not rendered brittle. It also ensures that the copies of all precious documents last a lifetime or more without fading. That is a big worry and concern off the shoulders of many particularly Lawyers, Chartered Accountants, Archival Organizations and the like.
The launch campaign broke on September 26, 2004 and will primarily use the print media during the initial stages. The ads would appear in select leading dailies followed by a burst in magazines.
The creatives highlight the unique aspect of the acid free paper and uses compelling visuals to denote the timelessness and the ageless feature of the paper. The print campaigns run the slogan, "Some impressions never fade" accompanied by illustrations and visuals that allude to great people who are remembered forever. The likes of Mother Teresa, Gandhi, Rabindranath Tagore, Nehru etc. are portrayed with ads timed to appear around dates related to the greats.
Says, Sajan Abraham, Managing Director, Maitri Advertising Works, "Between the client and the agency we worked the differentiating proposition, `anti fading', based on the fact that the paper was acid free. In an otherwise un-differentiated category, I think this will provide the competitive edge the brand requires.
On the choice of Maitri and the need to advertise, George Thomas, Sr. Vice President, Andhra Pradesh Paper Mills said, "Maitri comes up with a unique and different design & concept every time and also their dedication and commitment to the task at hand made them the obvious choice. Earlier paper industries never thought of advertising but the times are changing and we need to be more aggressive in promoting our products. We will be starting out on a nominal budget whose scope will increase with time. Initially we will be spending about a crore in print campaigns primarily, as well as outdoor and then think about other options in time."
Maitri currently handles BPL Mobile, Eagle Diaries, Elgi Ultra, GRT Hotels, Health and Glow, Mathrubhumi Group of Publications, PRICOL, Reynolds Pens and a host of other clients.