Two decades ago, print was the core medium. Then, television sets became cheaper and more people could afford them, giving rise to need for television commercials. Adlanders lost interest in print because they wanted to contribute to a new medium that was exciting. Since then, print has been on a decline mode, shared Santosh Padhi, Chief Creative Officer and Founder, Taproot India.
“However, in the last two to three years, a lot of youngsters – art directors and copy writers – have taken up the challenge of bringing the print medium in the limelight again,” said Padhi.
Senior people are busy in meetings, cracking TV commercials, he added.
Print and outdoor media have seen significant improvement in the last couple of years and it will keep on getting better.
“Print and outdoor require a little initiative from client’s end as well. Whilst television has been given lot of focus and attention, print and outdoor have always been treated as the adaption medium of the 30-second TV commercial. This is not fair as these media have their own power and can have a better, or I would say, different impact to what a TV commercial can do. We need to change our point of view towards print and outdoor and it will do wonders, Padhi concluded.