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Print is being used more tactically rather than for brand building: Ajay Kakar

26-June-2015
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Print is being used more tactically rather than for brand building: Ajay Kakar

exchange4media is gearing up for the second edition of the INK Awards, which celebrates creativity in newspaper advertising and recognises the talent behind it. The idea behind INK is to demonstrate the power of print in reaching out and touching the consumer. The awards acknowledge the fact that newspaper advertising is the most demanding and the most difficult exercise because it needs the right implementation of the right idea on a medium that might not be as interactive as digital or as attention-grabbing as the television.

We speak to Ajay Kakar,  CMO of Aditya Birla Group Financial Services (who is  a jury member this year) on his thoughts on the ideal print campaign. Excerpts.

What are the challenges faced in creating and strategizing of advertising campaigns in print today in India? 
 

Print seems to be out of fashion these days. When it comes to campaigns, you have people who think digital or TV. There are fewer people who enjoy the craft of writing for print.

What are the essential ingredients needed today for a print campaign to break through the clutter and make a brand stand out from the rest?
 

The craft of print lies in visualization. How do you make a print ad engaging? The trick is in good copywriting. There is a difference between creating a print ad and creating an effective print ad. If people can visualize the print ad then it shows how effective it has become.

What are some of the best print campaigns in the past year in your view?
 

It is difficult to say because good print campaigns have become so rare. One that stands out is the Volkswagen campaign but the frequency is quite rare.

Where do you see the future moving towards for print campaigns in terms of trends in India? 
 

Right now it is a dying art. Print is being used more tactically rather than for brand building. What the industry needs is people who are passionate about print advertising.

( Shashi Sinha, CEO, India of IPG Mediabrands is the Jury Chairperson for INK 2015. Other Jury members are Asheesh Sabarwal, Vice President, Marketing, Pearson India; Kartik Jain, EVP & Head Marketing, HDFC Bank; Manohar Bhat, Vice President-Marketing, Maruti Suzuki India; Pradeep Dwivedi, Chief Corporate Sales & Marketing Officer, Dainik Bhaskar Group; Soma Ghosh, Vice President Marketing - India and South Asia, Castrol, Vasantha V Kumar, India South Asia Brand & Communications Leader, IBM India and Veetika Deoras, Head (Brand Marketing, Digital Vertical and Corporate Communication) of Tata Capital.

The last date of sending entries is extended to July, 5, 2015.

 To send your nominations click here - http://www.exchange4media.com/ink2015/registration.aspx 

For queries – please visit -  http://www.exchange4media.com/ink2015/#instructions.)

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