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Onserts: Making your message last for long

22-December-2011
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Onserts: Making your message last for long

It couldn’t be more annoying than to have those small ads glued (using permanent glue) to the front page of the newspaper, making the news underneath unreadable. When one tries to pull off those glued ads, the paper tears off along with important news matter, rendering almost half of the top front page unreadable.

Onserts provides the solution, wherein they can be pulled off without damaging the paper. The name of this medium explains the idea to apply an advertisement “on” the outer part of a printed matter instead on “in”-side.

Bringing this concept to India is Redworth Products (India) Pvt Ltd. Explaining the concept, Manoj Lodaya, MD, Redworth-Products, India, said that the special glossy sticky notes, called Onserts, had a special water-based eco-friendly adhesive, which enabled one to peel off this advertisement medium, much like the Sticky Notes. What’s more, this ad can be easily removed from the printed surface and can be re-stuck on most of the surfaces for future reading, giving extended or long brand recall by almost 12-15 times as compared to conventional print advertisement, which has few hours or maximum one day remembrance. Besides, it is a ‘solo’ ad on the front page, giving very unique position, impact and recognition to the advertiser and requires some action by the reader. Interactive and three-dimensional: unique characteristics for an ad on a conventional printed matter.

“The base raw material is imported from AMC Pancke AG, Germany, the world’s second largest manufacturer of coated papers for Sticky Notes. Redworth-Products, India is offering complete turnkey service from supply of printed Onserts to the newspaper publishers to providing marketing support, co-ordinating for supply anf installation of special applicators, etc.,” Lodaya informed.

This offered a hitherto unexplored advertisement opportunity to advertisers as Onserts can be very versatile and used in a variety of ways: in standard 3”x3” glossy surface, in different shapes, in perforated form that can be torn away as coupons, scratch cards, and even in mini booklet forms. New developments are being tested in other markets (such as Europe and Australia) where this medium is currently used.

Giving some details on the technicalities involved, Alberto Kammer, Sales Director & one of the shareholders of Redworth-Products, India, explained that in order to apply the Onserts on to the newspaper or magazine cover, a special applicator machine (a standalone machine movable on wheels) is needed to be installed at the end of the printing line (before the stackers). They have forged a tie-up with Tronics, a leading Australian manufacturer of such applicator machines.

Leading newspapers like The Times of India (Mumbai), The Hindu (Chennai), Hindustan Times (Mumbai) and Deccan Chronicle (Hyderabad and Bangalore) already have similar applicators in their printing press.

 

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