The New Face of Railway OOH Advertising

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SIGN & P.O.P AUG-SEP ‘152
6 Innovative Concepts
47 Event Calendar
46 Installation
48 Newswire
56 Resource Guide
8 It’s all about choosing
right!
SIGNAGE
32 Get creative with stretch
ceilings

FEATURE
20 Reinventing & How:
The new face of railway
OOH advertising
14 OOH advertising:
Transforming cities for
the better
OOH ADVERTISING
30 Patriotism spirit soars in
the Mumbai outdoors
44 Bringing music to
Jo’burg traffic
CASE STUDY
REGULARS
CONTENTS
6 14 32
18 Mehta cad cam focuses
on laser technology in
2015
INTERVIEW
Madison OOH creates an
interesting clock for Engage
deodorants
OOH advertising:
Transforming cities for
the better
Get creative with stretch
ceilings
26 Enhancing POP
capability through
digital cutters
PRODUCT FOCUS
42 Star Flex and Avery
Dennison
PRODUCT LAUNCHES
38 The use of laser
technology for sign
making
TECHNOLOGY
34 Trembling journey of
DOOH advertising in
India
DIGITAL SIGNAGE
40 SIGN Istanbul 2015
EVENT COVERAGE

Sign & P.O.P World is a bimonthly magazine, published by Baljeet S. Juneja on
behalf of Media 2000, 9 LGF, Sant Nagar, East of Kailash, New Delhi - 110065
The opinions expressed by authors and contributors to Sign & P.O.P World are not
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Media 2000
There’s nothing as stagnation in an industrial
expertise or a market segment. And so is the
case in our signage sector. We may face either
growth or recession in due course of time as
part and parcel of business. But the change in
growth is imperative. Considering this, ours is
a lucky nation which gives ample room for the
industry players to brand new explorations in a
bid to explore the unexplored & with the boom
in the retail sector leading to many innovations
in the OOH segment.
A slight pondering over this thought left to my
realization of digging into topics of domains
that have hitherto shied away from limelight. For
that matter, be it employing digital cutters in the
POP industry, using the Railways as a medium
of effective brand advertising or employing the
ideal media for right applications in Signages,
are all an interesting read. This time our
efforts are in upswing in projecting the OOH
industry with innovations like the topic OOH’s
contribution in transforming cities. Do read and
explore!
With the entire buzz over navigation of
‘greenscape’ technology, we bring forth the
challenges underpinning the signage industry
due to dearth of creative and technical expertise,
resultantly pushing the demand of educated
personnel in the industry that can make the
right choice of materials to redress the same.
We caught up with garment printing and stretch
ceilings with an all new perspective. Garment
printing may sound like an off track activity
relatively on signages but indeed a useful
media to tap some fresh business opportunities
surging expansively in textile printing as this
green technology gives birth to different
lucrative verticals such as soft signage. Well, find
out more! It is an indeed an informative read.
Topping it all, a host of other interesting topics
in the issue will keep your eyes moving through
the pages. Flick through them, read them, and
enhance your wisdom.
We would like to hear from you, let us know
the subjects you would like us to cover as we
endeavor to bring the best of the retail and
signage industries.
Stay connected! Stay blessed!
Vol 12 Issue 1, Aug-Sep, 2015
Publisher
Baljeet S. Juneja
Editor
Himani Gulati
Marketing Head
Gaurav Juneja (9810301644)
Design Studio
Access Solutions
(9810116910)
Customer Relations
Mrs Singh
Assistant Editor
Lily Shanker
Senior Content Writer
Nikita Bothra
Design & Print Production
Ravi Pandey

The Social Street designed a 3D football stadium in mid-air and footballing action in relief, which
left no one in doubt of the size of the event. It executed an innovative OOH campaign to promote
Hindustan Times mega-popular GIFA (Great Indian Football Action) 2015, which will be a four week
long tournament in Delhi NCR region. The event will see 200+ teams under two divisions – under 13
and 13-18. The campaign was conceptualized to drive outdoor sports and build bonding amongst
people and localities. The overwhelming response for HT GIFA shows that in this age when everyone
is hooked onto their smart phones, there is a need for such platforms in the market. The innovative
football stadium-shaped outdoor done for HT GIFA with Social Street, brings the spirit of the sport
alive through its innovative design.
Vodafone recently made use of kiosks
and platform in the middle of the buzzing
Great India Place mall in Noida to promote
their newly launched offers relating to extra
data or talk time. Named as “Vodafone
Doubles Campaign”, visitors coming to
the well-known mall in Delhi-NCR were
engaged in live chats and entertainment.
This campaign was a part of various
initiatives organized to promote Vodafone’s
latest offering, “Double Data” for pre-paid
customers. Going by the theme of ‘Double
Data’ which offers double the value of the
data pack purchased at same price, two
separate still moments of mall visitors were
captured on camera and then put together
in a single frame seamlessly. The pictures
were then printed on a branded photo frame
and gifted to them. Based on the concept
of multiplicity photography, the activation
was unique as the same person is placed
multiple times in the photograph. It is
carried out by clicking pictures of the subject
in different postures and merging them into
one single frame.
HT creates looming
presence for GIFA in the
outdoors
‘Vodafone
Doubles
Campaign’
creates a
buzz at GIP,
Noida
INNOVATIVE
CONCEPTS
Madison OOH creates
an interesting clock for
Engage deodorants
Madison OOH, the outdoor arm of the largest Indian-owned communication group Madison
World, has rolled out an innovative outdoor campaign for ITC’s Engage Deodorants’ new variant ‘All
Day Long’ range. The campaign was recently rolled out at SNDT Juhu in Mumbai. After the launch in
Mumbai, the campaign is slated to be launched in other metro cities like Delhi and Bangalore along
with other important locations of Mumbai. Unlike static pictures on the billboard, giant versions of
moving deodorant bottles as arms of a clock were used to depict the freshness it promises to offer.
Clock symbolizes time and the campaign projects the efficacy of the deodorants to be as long as the
clock goes. Hence, the innovation of the campaign reflects the freshness that the products promise
to offer.

AUG-SEP ‘15 SIGN & P.O.P 7
JCDecaux, UK’s leading Outdoor
advertising company has launched The
Salford Arch – an iconic, digital advertising
superstructure that stretches across 6 lanes of
traffic at one of Manchester’s busiest arterial
junctions – where the M602 becomes Regent
Road. One of JCDecaux’s largest roadside
digital screens with on average 1.2 million
impacts every week (DFT), this double-
sided landmark location will be launched
by FIAT, Sky, Samsung, JD Sports and
Orangina. The Salford Arch will complement
JCDecaux’s strong Digital Outdoor presence
in Manchester, alongside the digitized
The Trafford Arch and The Trafford Tower.
The Salford Arch will also become part of
JCDecaux’s newly formed The Gateways – a
nationwide network of premium Out-of-
Home locations along key arterial routes that
welcome audiences into major UK cities, such
as: London, Manchester, Edinburgh, Sheffield,
Leeds and Bristol.
JCDecaux launches the Salford Arch
and its new nationwide network – The
Gateways
INNOVATIVE
CONCEPTS
‘Media Eyes’ billboards
track consumers’ ages
in Birmingham
Digital outdoor ads specialist Ocean Group has partnered with Network Rail
to bring the screens to Birmingham New Street Station. Known as Media Eyes, the
screens will survey passers-by’s demographics and select the most appropriate
adverts for their current audience. The smart screens can also display community
content and emergency information if required. Three LED screens measuring, 30
meters by seven meters are set to launch at the end of September at the rail, retail
and business hub. The addition of the screens is part of a £200 million investment in
the redevelopment of Birmingham’s infrastructure.
Samsung takes up an
innovative drive to
curb road accidents
Safety truck of SAMSUNG is turned out to be something innovative playing
around with a digital screen installed on its back showing the whole road ahead
so that others driving behind could be alert. Bringing a solution to the fact that
semi-trailers are dangerous and stressful obstacles when drivers try to pass them,
SAMSUNG has come up with the innovation—a small camera fitted on the front
of truck broadcasts a live feed of the road ahead on the screen on the back of
the truck; there’s even a night vision mode for night time driving. SAMSUNG has
taken up this (safety) initiative in Argentina to curb road accidents which claim
one person in every one hour in the country.

SIGNAGE
AN OVERVIEW
Effective communication is an equation
between right message, right location and
right material. Maintaining this equation
has become all the more imperative now,
given the nature of organized retail where
communication finds its way through the
silent sales-staff namely the ‘POS’. To make
it more explicit, effective communication
is about the duration plan and therefore
the material quality plays a vital role.
We shall now examine through a few
mediums though standing apart in their
functionalities, are not put to good use in
the signage industry and are victims of a few
shortcomings falling their way.
FLEXIBLE FACE SIGNAGE
Flexible-face, or flexible plastic in layman
terms, was developed as an alternative to
rigid-faced substrates like acrylic, plastic and
polycarbonates and is getting all the more
popular in the marketplace. Like adhesive-
backed film, flexible-face materials come
in variety of thicknesses, tear-strengths and
UV-resistant options and can be created to
work with different decorative processes, like
digital imaging, silk screen inks and painting.
With an array of colors, both pigmented
and eradicable, the flex face offers an ideal
medium for larger outdoor illuminated
promotions. It has a robust and durable
200mm deep aluminium profile which makes
up the mandrel and allows the banner
graphic to be tightened and fixed into place.
One of flexible-face’s most well-known
advantages is its ability to stand up against
vandalism and its flexibility in applying
graphics. Whether the sign is screen printed,
inkjet printed or painted, flexible faces gives
designers more room for creativity than
rigid material where customers are assured
consistent colors.
Industry standpoint
Flexible-face and rigid each have their own
merits, so they do not necessarily have to be
sold one against the other. It is imprudent to
sell a really large polycarbonate face that’s
sitting 100 feet in the air because this isn’t
doing the customer any good. Alternatively
more money is charged for a product that
might blow out. Like experts put it, ‘Once
one knows what each merit is, it sells itself.’
Indeed, flexible-faces are an especially
flexible option for customers and sign
makers alike. Still, some smaller shops are
shying away from flex, assuming only major
players can profit by selling it. But industry
It’s All About Choosing Right!
Brand visibility
for a short
term campaign
does not really
get hampered
by choice of
lesser shelf life
materials. The
pain point really
is the experience
of the brand at
the final touch
point, at times
taking a bad
shape.
Digital textile printing for booth

experts say the little guy can make big bucks if he understands
when it is an appropriate solution and how to talk up its benefits to
customers.
TEXTILE PRINTING
Digital textile printing is a relatively new market, but its growing
fast. Signs, banners, tradeshow graphics and more take on a new
personality when printed on fabric, but the printing aren’t easy.
Advancements in printing technologies as well as fabric construction
have paved the way for more and more applications, both indoor
and outdoor. Still, some misconceptions and education gaps persist;
choosing, printing and finishing fabric graphics require a unique set of
methods and techniques that not all print shops may be familiar with.
Industry standpoint
Fabric industry veterans reveal the challenges and the growth areas
of using fabric for digital printing projects.
• When working with a paper backing, if it is a thin enough gauge
of material, the material can bunch up, pucker or wrinkle when one
digitally prints something. Thus, a material that will feed smoothly
through the printer is required.
• The second big challenge is trying to develop media that is
universally compatible with all the different types of ink sets that are
available. “Solvents, eco-solvents, UV-cure, dye-sub and there are
three or four different types of dye sub: oil, solvent and water-based.
It’s hard to come up with textiles that are still price competitive
but that can perform under many different conditions,” quotes
an industry expert from (IFAI) The Industrial Fabrics Association
International.
ROLL UP BANNERS
Roll up banners are a great employment for events and trade fairs
SIGNAGE
Flex banners at the airport lobby

SIGNAGE
for advertising products and services. The
graphic is simply pulled up and secured
by hooking it onto the supporting pole.
It literally takes seconds to assemble
and is supplied in a carry bag for easy
transportation. Banner stands aren’t used
to be read from a distance, they are a
marketing tool that is meant to be viewed
up close and personal. This means that
added details can be included that one
wouldn’t include on something like a poster
or billboard.
Industry standpoint
Despite this popularity, it is easy to have a
bad experience with roll up banner stands,
with many companies offering cheap and
offensive banner stands that simply aren’t
worth the “amazing price” quoted. While
many roll up banners can look the same on
the outside, the difference in quality can be
night and day.
Typically, three chief reasons summed up
below, entails for a cautious decision when
it comes to purchasing a Banner Stand, to
avoid low quality banners that flood the
market.
Inferior material: The materials used for
the graphics will tend to be of a lower
quality than that of a medium or premium
priced banner stand and the frame can
often be made from plastic or similar flimsy
material rendering a bad image to business
promotions.
Wear & tear: If the plan is to take a banner
stand on the road regularly and to set it up
& collapse it regularly, then a choice revision
is foreseeable. Cheaper banner stands tend
to suffer much easier from the regular use at
trade shows with set up and down function
often becoming damaged as the roll up
mechanism breaks easier. The graphics can
also fade in time, so an investment in a
premium quality stand is acting wise.
Environment friendly: Cheap banner stands
can be often be tossed in the trash in no
time and often without a second thought.
Premium banner stands will have a strong
aluminium frame that should last for a long
Asheesh Tyagi, Managing Partner
The Social Street
Frontlit flex banner
Promotional flags outside exhibition centres
Cloth media signage on roadsides

time so it’s better to source a stand that can
have the graphics reskinned, allowing one to
get even a higher value from initial purchase.
WHY THE GAP?
The objective to minimize cost &
maximize visibility: Right material comes
at a premium which in case of most of the
brands is looked at as an additional cost.
Budget planning happens with focus on
creating the reach and maximizing ‘share
of space’ in a retail environment while
material specifications are given least
impetus. Within industry as well, very few
brands see a role for QC/Production experts
across. Campaigns are mostly short term
(30-45 days) and thus by cutting corners
on material, most brands believe it will not
impact the communication delivery.
Increased role of procurement: The role
of procurement has significantly increased
across industries and brands, where the
objective is to minimize costs. Eventually,
the decision making rests with the team
which has limited appreciation of the role of
substrates and this fissure is fully exploited
by agencies and vendors who are more often
SIGNAGE
than not overzealous to win businesses. The
deviations too can’t be noted with a naked
eye by all brand experts.
Navigation of selection process poses
challenge: Navigating the “greenscape”
that’s in existence today is tough. There are
claims being made of the green attributes of
different materials. But really understanding
what those claims are: are they real
statements or are people just being green
washed? There are absolutely no standards
in the graphics industry today to define what
makes a product “green” or what it has to do
to meet the green requirements.
Lack of expertise: “A relevant design
can come to life only through the right
substrate,” reasons Asheesh Tyagi, Managing
Partner, The Social Street (digitally driven
advertising agency). Very few agencies and
brands focus on hiring production experts
and there is very little done to enhance
and upgrade their skills and the focus is
mostly on designs. “This is the reason our
design teams work in tandem with these
specialists who understand the language of
substrates both in case of fixtures and in-
store communication. Apart from ensuring
quality, the technical expertise which these
specialists offer, brings in transparency.
They can arrest the compromises, which
vendors carry out to satisfy price sensitivity.
Thus these experts assist the marketers in
ensuring rightful decisions,” puts forward
Asheesh.
IMPACT ON BRANDS
In many instances, brands know the desired
specifications cannot be achieved if they
get into discussing the Bills of Material
(BOM) with vendors. The rates sometimes
agreed are below the actual cost of material
procurement. But brands and vendors both
agree happily at a lower rate where vendors
believe they will cut corners and still keep
a margin and brand teams because of lack
of knowledge and quality checks at their
end assume they are getting the desired
output. It is only over a period of time that
they realize that the quality of output is
compromised but by that time the focus has
shifted on future campaigns. Resultantly,
this triggers a negative impact on brands’
presence at the Zero Moment of Truth.
FIXING THE GLITCHES
Experts put it as simply understanding the
dynamics of the brand teams and creative
teams before arriving on a consensus on the
same. Resultantly, plastering the retail stores
or doing out of the box designs are given
attention while mechanism and sustenance
are left unguarded. Nailing it further, the
deliveries & execution is also not through
educated & trained professionals but by
distributors whose key focus is sales.
Some brands like Apple and Vodafone
comprehending the dip areas have
sagaciously and timely aligned themselves
with changing consumer patterns, paying
a premium when it comes to the quality of
base material or substrates. “These brands
fully understand the dire need of creating
the right shopper experience and that the
material may not have a direct measurable
impact but goes a long way in creating
a premium. But regrettably most brands
continue to operate in what is visibly not so
beneficial work process,” states Asheesh.
SYNOPSIS
Much as we know, for the shopper today,
the roles of channels and mediums
have changed. If on one hand, it makes
understanding the shopper journey more
complex, it also makes it quintessential
that the brand’s identity and personality is
conveyed entirety at all touch-points. Then,
whether it is the print of the finished film
or the substrate or material of the signage,
both are accountable for projecting desired
brand imagery. The type of substrate
changes to befit the environmental change
and an apt combination of message and
material delivers the required experience
to the shopper. This is what brands are
struggling to deliver today. “I hope the brand
custodians don’t shortchange their own
efforts in edifying the experience of brand
by cutting corners,” signs off Asheesh.
Backlit flexible face signage
Cloth media signage for aquarium

OOHAdvertising
OOH Advertising: Transforming
Cities for the Better
O
OH advertising has been accused of
being many things: distasteful, an
eyesore, and even a safety hazard for
drivers. On the grounds of visual clutter, Sao
Paulo banned all forms of OOH advertising
in 2006 and many followed suit: Chennai,
Grenoble, Tehran, Paris, New York and now
Philadelphia. In other cities, city corporations
are formulating policies to regulate the
number and location of outdoor advertising.
After kicking into effect the Delhi policy for
outdoor advertising which discourages visual
clutter, a similar policy is being formulated
for the city of Thiruvananthapuram this
year which will include categorization of
hoardings and taking into factors regarding
color, shape, light source and luminance.
IS A CLEAN SWEEP OF OOH
ADVERTISING WISE?
With many a blanket bans around the
world, one would conclude that outdoor
advertising negatively impacts cities. But
like everything else, there are many cons
to outdoor advertising too. While cities
that have banned outdoor advertising
are celebrating the refocus on city
architecture, the importance and role of
OOH advertising in contributing towards
public life cannot be ignored.
According to Olivier Heroguelle, Managing
Director, JCDecaux India, “OOH now makes
a pivotal contribution by combining public
services with advertising. This gives the
benefit of free public services and utilities to
the citizens through assets like bus shelters,
toilets, information panels, dustbins, benches
etc. which is funded by revenues from OOH
advertising.”
Echoing the same thoughts, Soumitra
Bhattacharyya, Chief Executive Officer,
Madison OOH Media Group comments, “An
entire city development in terms of its street
furniture and facilities for the inhabitants
can be funded by OOH advertising if it is

OOHAdvertising
managed well. Many a cities already do this
where, without spending a penny of the
exchequer, the bus service, bus shelters, foot
TRANSFORMING CITIES FOR THE
BETTER
Out of Home advertising can help make
cities a better place to live, work and
visit. From digital inventory that utilizes
interactive technology, to street furniture
which creates social urban spaces for the
community, bike schemes which improve
public mobility and reduce congestion, to
in-built interactive mobile technology that
enables people to navigate, discover and
exist more easily in the urban environment,
out of home advertising provides a tool that
can help improve city life.
Part of the Smart Cities Movement
The basic principle of Smart Cities is that in
the future, powered by connected devices
and data, we can create more responsive
places to live. The Internet of Things will
change the way we live our lives for the
better but would it be believable for OOH
advertising to do the same thing? Definitely
over bridges/parks/sanitation/pure drinking
water etc. are made available through the
PPP model. Of course for this the authorities
need to be progressive and projects need to
be of a longer duration so that scope is there
to get a returns on investments made.”
A partial/complete ban would also mean an
increase in unemployment; a fact that’s been
acknowledged by the city of Chennai which
banned illegal hoardings in 2008.
Outdoor advertising, and more specifically
billboard advertising is vital in supporting
the print advertising part of the industry as it
is an integral part of many advertisers media
solutions.
Outdoor is the oldest form of advertising
in the world. It has long formed part of
the fabric of urban environments such as
Times Square and Piccadilly Circus. Many
similar places have assumed their individual
characteristics due to the presence of OOH
media which inform, excite and entertain the
public and attract tourists.
Soumitra Bhattacharyya, Chief Executive
Officer, Madison OOH Media Group

yes! Other than generating revenue for
cities, Municipalities are beginning to see
more dimensions to the traditionally linear
role of the medium, that of helping connect
devices and provide entertainment, way-
finding, information and other elements of
genuine utility.
The urban environment is increasingly
becoming an important part of the DOOH
advertising mix and brands are continuously
exploring its potential for engagement
with interactive and informative campaigns.
Google took over 175 DOOH displays
to offer mini-guides to different cities,
showcasing its Search app and voice control.
Porsche used cameras to detect approaching
Porsche drivers, before beaming tailored
messages to them on digital billboards.
JCDecaux’s urge for innovation has led to
several sustainable applications in numerous
smart cities across the globe with the
installation of Wi-Fi small cells, digital transit
shelters, bike schemes, infobus, automatic
public toilet etc. It even signed a global
contract with Vodafone to deploy small cells
on its street furniture assets to enhance
network performance across the city of
Amsterdam and similarly partnered with
Huawei to drive global deployment of small
cell base stations.
OOH companies are also partnering with a
number of organizations to ensure cities are
livable and sustainable like Clear Channel
Outdoor which works very closely with a
number of organizations, including climate
leadership group, C40, the Global Cities
Business Alliance launched recently by
London First, the Rockefeller 100 Resilient
Cities Program and Eurocities, as well as
a number of municipal authorities to help
improve cities and urban space.
IBM’s outdoor advertising campaign in 2013
added improvements to the landscape with
a triad of ads from Ogilvy France which
functioned as a bench, a shelter and a ramp
over stairs. It also urged passersby and the
online audience to visit people4smartercities.
com and submit their own, presumably
larger ideas for civic upgrades.
GLOBAL NOD IN FAVOR OF OOH
A new report commissioned by Clear
Channel Outdoor which sheds light on
the real and perceived impact that Out-of-
Home advertising is having on cities shows
high acceptance towards the medium with
78% of Londoners expressing a preference
for seeing outdoor advertising in their
capital while 82% respondents agreeing
that public OOH revives a city. The study
which was conducted in seven European
cities: London, Paris, Dublin, Barcelona,
Stockholm, Naples, and Brussels also
revealed citizens’ support for the medium
if it showcased useful local services such as
maps and clocks and on public transport if
it improved the quality of service.
Commenting on how Indians perceive
OOH advertising, Soumitra Bhattacharyya
says, “OOH as a medium exists seamlessly
beside us in our daily life and thus it is
not intrusive; so the Indian audience is
definitely okay with it. However if we’re
talking about marketers willing to bet on
OOH then my answer would be that they
are more positive towards it than say 10
years ago but there is a lot of scope for
increasing their degree of interest. All the
stake holders in OOH- the media owners,
the agencies like us etc. realize this and
are working towards structuring this
swashbuckling industry of ours.”
Olivier Heroguelle, Managing Director,
JCDecaux India
Hidesign Capsule Restroom (JCDecaux India)
OOHAdvertising

INTErVIEW
Mehta Cad Cam Focuses on
Laser Technology in 2015
S&P World: After an initial slump a few
years back, the Indian signage industry
revived with renewed vigor. What kind
of transformation has the industry gone
through in the past 3 years?
Mr. Shailesh Mehta: When the Indian
Sign Industry was growing exponentially,
quite a few new comers forayed into the
market. The slump period saw many of these
new entrants exiting the industry, leaving
behind the old and established companies
who managed to survive and are growing
now.
Once upon a time the signage industry had
predominantly become a digital printing
industry but since the last 2-3 years there
has been a surge in the growth of LED
signage and people are also looking for
other machineries like CNC, laser etc. other
than digital printing.
S&P World: What is the present scenario
of the large-format printing industry
in India? What are some of the newest
technologies trending in the market right
now?
Mr. Shailesh Mehta: Today, digital
printing industries are shifting towards
higher quality printing and people are also
looking for high speed printers. Spectra
Polaris & Spectra Starfi re are becoming
popular machines thanks to their high
resolution at high speed technology. For
vinyl printing other than Epson print head,
print heads like Starfi re 10PL and Panasonic
are also achieving high resolution printing at
high speeds. I believe that UV printing and
roll-to-roll will also gradually gain popularity.
S&P World: What is your view on the
Made in India initiative? What machines
or parts do you think need to start being
manufactured in the country?
Mr. Shailesh Mehta: Manufacturing in
digital printing in our country kicked off well
in the beginning but the industry failed to
cope up with the advent of high speed and
high resolution technology. Therefore, Indian
digital printers remained limited to low end
markets while imported products gained
dominance in high end markets.
Indian manufacturers need to not only meet
current demands but be futuristic. They
should make their R&D department stronger
in order to cope up with high speed, high
quality technology in the future.
S&P World: What kind of machines is
Mehta Cad Cam wholly manufacturing in
India?
Mr. Shailesh Mehta: Mehta Cad Cam
is focusing more on the development of
CNC and laser technology, with our CNC
routers, CO2 laser engraving and cutting
SIGN & POP WOrld CATChES uP WITh
mr. ShAIlESh mEhTA, md, mEhTA CAd CAm
SySTEmS TO lEArN ABOuT WhAT’S TrENdING IN
ThE INdIAN SIGN INduSTry IN 2015 ANd AlSO
WhAT ThE COmPANy hAS IN STOrE fOr ThE
mArkET AfTEr ITS rESTruCTurING ThIS yEAr.
Shailesh Mehta
systems achieving fairly good success in the
market. We are also focusing on fi ber laser
technology & have already launched a high
quality fi ber laser metal cutting machine &
fi ber laser marking machine. Our plans in
the pipeline are to launch Automatic Tool
Changer CNC Routers & Heavy Duty CNC
Mould and Die Making Machine.
S&P World: Which of your printers is
doing well in the market? What are the
reasons behind this?
Mr. Shailesh Mehta: Our Gongzheng
solvent printer equipped with Spectra
Polaris & Spectra Starfi re is doing well in the
market. The main reason behind it is its high
speed, high resolution & robust heavy duty
construction.
S&P World: What are some of the new
or revised Government policies that are
benefi ting Indian manufacturers such as
you?
Mr. Shailesh Mehta: We have
not come across any such powerful
government policies that can support Indian
manufacturers.
S&P World: Mehta Cad Cam is now
back in the spotlight after going through a
restructuring phase. Tell us what’s changed.
Mr. Shailesh Mehta: Today, Mehta Cad
Cam is dependent on its own manufacturing
of CNC & laser machines unlike before when
we were dependent on imported machines.
Mehta Cad Cam is also the pioneer in
laser and CNC technology and fortunately
the increasing demand for laser & CNC
machines in the country has provided added
benefi ts to Mehta Cad Cam Systems.

INTERVIEW
Now, with the introduction of high speed,
high resolution Spectra Starfire print head
printer which is needed by all the big
printers, Mehta Cad Cam is the best choice
for digital printing machines, CNC & laser
machines. Besides, we are strengthening all
our branch offices to provide powerful sales
& service support.
S&P World: Mehta Cad Cam takes part
in a number of trade shows held all over
India each year. What are your observations
when it comes to similarities/differences in
customer demands from various parts of the
country for instance North vs. South?
Mr. Shailesh Mehta: Relatively, the
Digital Printer market is growing more in
North India than the South. Customers are
aware about the latest technologies and
want to go for high-end, high-speed and
high-resolution machines unlike in the
South. However, the demand for LED-based
technology is more in the southern region as
compared to the North.
Startfire GZM 3204SG
Gloria fiber laser metal cutting machine

Reinventing & How: The New
Face of Railway OOH Advertising
Yes, OOH Industry in India is doing enough to foster new formats.
Even a cursory glance by a professional observer would confirm
the fact that the days of crude “Wall Written Slogans along the
railway tracks” and tin painted hoardings are over. Innovations in
conceptual designs of hardware as also digital technology are
revolutionizing the OOH Media.
N
ewspapers, television, radio and out-
of-home (OOH) are the traditional
options available to advertisers to
promote their products. The boom in the retail
sector has led to many innovations in the OOH
segment. But one area which has always seen
high footfalls, but remained underutilized is
Indian Railways and Metro Railways - both the
trains and the stations. Well, better late than
never. The railways have woken up to the fact
that the property can be used as a medium,
not only for carrying passengers, but also for
advertisers’ messages.
The trains traverse the length and breadth of
the country, stopping at several stations on
the way. “OOH advertising on long distance
trains is highly effective as each train is
visible to nearly 6,000 people on platform it
crosses everyday, most of which are unique
audience. People are therefore locked
with the brand from 30 hours up to 46
hours - the time the trains take to cover the
journey,” rightly asserts S. Kumar, Founder &
Managing Director, Srishti Communications
(a Bangalore based outdoor advertising
agency, holding ad rights on railway media
S. Kumar,
Founder & Managing
Director,
Srishti Communications
OOHAdvertising

in a large
number of cities)
“Nonetheless,
the vinyl
wrapping outside
the train is
inconsequential
to the
passengers inside
the train. Their
experience within
the train will
play a key role
in establishing
brand connect,”
Kumar added
further.
Let us now delve
into the opportunities of Railway Transit Media and how this
medium can potentially maximize profits of the advertising brands.
OPPORTUNITIES
A mobile medium
Static advertising is undeniably an effective medium, but it is
a universal truth that humans are programmed to be attracted
to motion. A digital ad with their motion and light alterations
naturally absorbs viewer’s much needed attention. By providing
a mix of editorial content and relevant transit information, riders
remain engaged with the display through out their wait.
A unique crowd
Railway platforms are thronged by swarms of people every day,
unlike airports, which are open only to passengers. Also, unlike
Dev Dutt Das
Group Head- Marketing,
Times OOH
OOHAdvertising

local trains, these trains have more than 80
per cent new passengers on every trip.
A SUCCESSFUL PAST
Airtel-bound Rajdhani express vinyl wrapped
in red color went on its maiden voyage on
November 23, 2010, where the train was
flagged off by senior executives of Peacock
Media ((a Mumbai based Out-of Home,
multi-platform, lifestyle media company).
Rajdhani Trains traversing and connecting all
State Capitals of the country with National
capital Delhi, offer immense reach with
high impact and hence an ideal advertising
medium to reach out to passengers
on platforms and en-route spectators
effectively. The campaign with the new
Airtel logo, printed on a high quality vinyl
and pasted on the external body of the train,
was made into a moving billboard with 17
coaches and 25,000 sq. feet of media space.
Besides this, internally, 400 panels, 200 table
tops, 400 brochure holders, door posters,
brand color carpeting, branded passenger
service team, upgrade, cleaning and
maintenance where all attributed to Airtel.
The company partnered with Indian Railways
for upgrade, cleaning and maintenance of
passenger services on Rajdhani trains under
a PPP (Public Private Partnership) agreement,
executing this campaign over a period of
10-12 days. Such advertising builds in a
responsible brand image as the services
offered are seen as the brand’s CSR initiative.
Coupled with a long attention span say 16
– 36 hours, the campaign was successful in
garnering goodwill of the passengers along
with healthy revenue in the form of license fee.
Besides, Peacock Media had also branded
Rajdhani trains for Max New York Life
Insurance, Kerala Tourism, National Stock
Exchange, BSNL and a Shatabdi train with
Omaxe, a real estate company and has under
its fold rave accolades: bagging a bronze
in SOAA (Singapore Outdoor Advertising
Awards) for an earlier work done for Airtel.
HUL’s (Hindustan Unilever) brands, Domex and
Lifebuoy, had made use of the trains for branded
washbasins, branded toilets and cleaning
services, here too bagging several honors.
CHALLENGES
Whilst advertising on railways have far
fetched opportunities, it however is
fought with an array of challenges like
implementation cost where incase of large
deployment with multiple screens, the
upfront costs can be huge before ad revenue
starts coming in. To top it all, the actual
installation process can be tiring where the
installation teams must work in and around
operating trains as access to facilities is not
quickly available. When working on train
platform, the installation teams will typically
need to pause several times during the
installation process to move out of the way
of oncoming trains. These constraints stretch
the time length of final installation and the
job becomes wearisome
THE METRO PSYCHE
The Metro system is the most powerful
way to reach out to the working class,
students, the premium SEC A audiences
and so on. Metro offers a strong and
stable psychographic profile of audience
as like other OOH options it is (largely)
demography-neutral. This medium too
offers manifold opportunities for advertising
brands but then too runs with its own set of
challenges.
PROSPECTS
Highly captive audience
Another point where Metro scores (arguably
much like other transit media) over other
OOH options is that it offers a captive
audience for a longer duration. The most
beautiful part of Metro transit media is that
one has at least 20 to 40 minutes of dead
time in his hand thereby coaxing him to look
into a message in the Metro train or at a
station.
Clutter free atmosphere
The Metro is technically not as cluttered
as other media which is very important
as OOH is considered as a ‘seven seconds
media’. The Metro media with an average of
thirty minutes of audience viewership is an
opportunity which when put to best use by
brands can maximize ROI.
WHY ISN’T IT TAKING OFF?
Metros offer an indulgent environment to
the commuters as they are air-conditioned
and cleaner than the rest of Indian local
rail transport networks. Hence, the Metros
are more premium than local trains, be it
on ticketing or ad rates. But for this factor
to work for brands, they will need to be
maintained well.
“The rapid Metro in Delhi has a lot of brands
going for it but if the upkeep goes down
then the brands will move out. In Kolkata,
the hygiene order and maintenance of the
medium itself does not work and hence
there are few brands visible there. The
maintenance and quality of ambience at
the Metro results in brands making a move,”
underlines Dev Dutt Das, Group Head-
Marketing, TIMES OOH (a leading outdoor
media company)
The existence of multiple vendors involved in
the media buying process for the Metro acts
a deterrent for brands. There are multiple
media concessionaires to talk to for multiple
stations and multiple routes. This makes
media buying very difficult and therefore the
execution becomes tedious as well. From an
industry point of view, if there is one media
concessionaire who has it all then it is easier
for the client and the media buyers to co-
ordinate and exploit the media value which
Metros offer.
While the psychographic commonality is
an advantage, there is a demographic skew
points out Dev. He explains, “Metro being
a form of public transport attracts a certain
profile of audience that is dominantly
male-skewed and belongs to the working
class. Hence, its appeal is not universal.
For instance, high value categories like
Gucci, Chanel, Mercedes or Boeing would
not advertise in the Metro. But at the same
time consumer durables, FMCG, automobile
would opt for this mass medium.”
GLOBAL SCENARIO
On-train ads yield ecommerce sales
Last year saw the annual UK OOH spend
finally crack the £1 billion barrier and 2015
is showing further growth with brands and
marketers developing and maximizing the
bond between OOH and ecommerce. The
link between advertising and purchase
planning then making that actual purchase
has never been so strong. But where are
consumers when they’re shopping online? It
is what one needs to contemplate.
A study by mobile payment innovator Zapp
revealed that more than a fifth of all UK
online shopping sales now take place during
a daily commute, accounting for £9.3bn in
sales a year. The research also found each
commuter spends £36 a week on average
rising to £44 for London commuters.
The research polled clothing as the most
OOHAdvertising

popular purchase, followed by entertainment
and media with 68 per cent of commuters
paying for digital downloads, and 65 per
cent spending on other entertainment such
as DVDs, CDs or books.
Probing deeper into the relationship
between OOH advertising and ecommerce,
what impacts consumer behavior while they
are travelling, is a key question. The KBH
On-Train Media (UK’s largest on-train media
company) research found that on-train
advertising does get noticed. 94 per cent
of respondents said they had seen on-train
ads, while 48 per cent researched or looked
up an advertised product or service. 33 per
cent had a conversation about an on-train
ad they had seen and 24 percent made a
purchase as a result of the advertising.
Read, absorb & act
Crucially, and unique to ads viewed during
rail travel, the average dwell time of 38
minutes on the train gave consumers time
to read and absorb and then act on on-train
messaging. The dwell time combined with
increased connectivity clearly affects behavior.
90 per cent of commuters surveyed were
connected to a smart phone on their journey.
On average, half the time spent travelling
was spent on the device. This connectivity
signifies that consumers are able to both
research and buy products promoted on the
train once they had seen an ad.
This is certainly an opportunity for brands
and marketers to capitalize on these
changing behaviors by recognizing that
purchasing decisions depend on the
consumer’s mindset and the type of product
advertised.
Consumers make both immediate and
delayed decisions following exposure to on-
train ads. The research found that the most
popular time to buy a product or service
seen advertised on a train, was later that day,
with 29 per cent doing so, while 28 percent
purchased immediately, with a considerable
27 per cent revealing the train card ads
provide advertisers with message longevity,
saying they acted on the desire to purchase
a few days later.
Purchase value impacted the speed of action
and advertisers should build understanding
of this anticipated delay into their campaigns.
Big-ticket items tend to be researched
and discussed with ‘significant others’, and
purchased later. Smaller items, such as fashion,
provoked a more immediate response.
Fitting into consumer’s state of mind
The advertiser must ensure their message
fits into the commuter’s state of mind in the
on-train environment. The train journey acts
as a buffer zone between one part of the day
and the next and is a time when consumers
contemplate the next stage of their day
and their wider interests and intentions.
Advertisers that build understanding of this
state of mind into their campaign will see
most success. For instance, Sky Difference
(British Telecommunications Company)
launched an effective on-train campaign that
recognized the commuter’s contemplative
state of mind by prompting ideas for
evening and weekend entertainment.
Savvy marketers are capitalizing on the
combination of connectivity, dwell time and
growth of ecommerce to produce more
dynamic campaigns.
IS MARKET IN INDIA READY?
Strong growth by transit media helped
outdoor grow by 13 per cent beating
expectations. The Indian Outdoor
advertising industry has seen robust growth
in 2014, says the 2015 report by FICCI-
KPMG (Federation of Indian Chambers of
Commerce and Industry- Klynveld Peat
Marwick Goerdeler). As per the report,
brands’ spend is low on Metros, currently
less than 10 per cent of the 700 crore+
transit OOH market, however as metro
projects increase and newer avenues for
advertising within existing metros emanate,
for instance train branding, digital networks
and token branding, the spends will surge
exponentially. Also, Delhi and Mumbai Metro
Rail will be highly sought after spaces by the
advertisers.
Although a few industry experts envisage
transit medium like railways growth at a fast
pace it will only however contribute a small
cut of the overall OOH pie. The market isn’t
ready yet for innovation of any kind, this
is because railways being a fresh medium,
most advertisers do not allocate a specific
budget for trains. The total train branding is
at its budding stage in the country and still
has to go a long way to make its place in the
OOH industry.
On the contrary, Kumar opines, “Railways
is a legal media without much of pricking
issues. Once you pay the License Fee, you
are at liberty to display your advertisements
without much hindrance or interference.
Hence, advertising brands I believe will profit
the most by using railway media to connect
with a wide cross-section of people. It is
definitely the space to watch out for in the
years to come.”
FILLING THE GAP
A uniform policy with suitable guidelines
from the enforcing authorities as well as
easy compliance by the media agencies will
bring in the much needed transparency and
accountability for the players in the OOH
industry. As is the case in the Railways, policy
guidelines can be issued by the respective
state Governments, local bodies to ensure
there is regulation of the industry. This will
ensure better compliance and increased
revenues for the Government and other
stakeholders.
With innovation, increased speed of trains,
doubling of tracks, improved passenger
friendly services in upswing, the railway
passenger traffic are bound to increase in
the days to come. “As visibility increases,
there will be more demand for display of
advertisements at the Railway premises in
future,” reasons Kumar.
Increase in supply also leads to the problem
of making the right choice. Traditionally
OOH has been perceived only as a reminder
medium and is still used as a filler media.
However with increase in competition, the
players that will survive in long term are
ones who are able to innovatively map
their product with the right brand needs.
“The Metro Media network is primarily a
niche media property, which offers urban
audiences, uncluttered formats, and high
dwell times in a captive space and a unique
mix of static, digital & experiential formats.
While the entire universe of brands may
not fit well with the property, however
brands which are young at heart, urban,
innovative and inspiring, will definitely see
value in being present onboard the metro ad
network,” states Dev.
Above all, bigger investments can be made
to ensure a robust and high quality media
plan & inventory, which will reap dividends
over time. Given that proper checks and
balances are in place to evaluate the success
of the contract on a timely basis, long term
tenures ensure a fulfilling partnership rather
than an owner-vendor relationship. Not to
forget, Metro stations are home to backlit
media panels of varying sizes which offer
a complete storyboard solution for brands
to weave their stories. Experiential spaces
at busy concourse areas offer opportunity
for on-ground promotion, sampling &
distribution. Targeted media solutions like
frisking booth branding, staircase branding,
and floor graphics will ensure a 360 degree
approach to brand building. “With Metro
Projects slated for completion in multiple
cities like Chennai, Bangalore, Kochi, and
Jaipur the growth in Metro OOH will surely
surpass the OOH industry advancement by
leaps and bounds, with an upsurge of 30 per
cent YoY growth,” sums up Dev.
With the entire hullabaloo about breaking
the clutter and innovative outdoor
opportunities, advertisers will definitely keep
a close watch on Indian Railways. After all,
this public sector behemoth seems to be
doling out great ideas!
As per the FICCI-
KPMG report,
brands’ spend is low
on Metros, currently
less than 10 per cent
of the 700 crore+
transit OOH market,
OOHAdvertising

Productfocus
Enhancing POP Capability
Through Digital Cutters
The “simple” vinyl cutter is giving way to sophisticated,
multifunctional digital cutting systems that are allowing for
shorter runs and faster turnarounds with the added advantage of
working with numerous materials for newer applications.
T
he POP market demands for quick,
inexpensive, temporary graphics. This
is leading to output providers running
more short-run jobs that ever before. Digital
printers, which are not only improving on
quality but also productivity, are adequately
meeting the demand for shorter runs and
faster turnarounds but in the process of
getting faster they are creating more of
bottlenecks in finishing.
Advances in print/cut technology are
enhancing POP capability. The “simple”
vinyl cutter is giving way to sophisticated,
multifunctional digital cutting systems
capable of accurately matching cut to print
while automatically processing a multitude
of flexible and rigid substrates.
ADVANTAGES OF DIGITAL CUTTERS
1. Increase in production of prototypes and
samples
2. Cost and lead-time reductions
3. Versatility in applications
4. Increase the speed to market for brands
and retailers POP display packaging
5. Increased flexibility to respond to seasonal
demands
6. Flexible work-flow, pre/post cutting and
easy template creation.
7. Consistent high quality, leading to better
products
PRODUCT DIVERSIFICATION: TOOL
UPGRADES
As the trend continues towards further
diversification and branding through
products in a fight to stand out from the
competition, digital cutters offering a wide
range of tools enable customers to extend
their offerings and expand their businesses
with the most creative use of materials and
applications.
Signage display producers generally work
with a variety of substrates, such as vinyl,
plastics, paper, foam and corrugated boards.
The use of other materials such as glass,
wood, aluminium and textiles are opening
up new markets and new applications.
According to a Zünd America, Inc.
Kongsberg V Table

ProducTfocus
representative, based
on tool upgrades
purchased by their
customers, they have
also seen increases in
demand for fabrics and
rigid materials such
as sandwich board/
honeycomb materials
(e.g. Falconboard).
According to Pradeep
Ram, Marketing Head
(APAC-SAS), Esko,
“Different customers
have different needs
based on their
application but most
Pradeep Ram, Marketing Head
(APAC-SAS), Esko
of our customers are looking for user friendly machines and a
lot of tool options for a wide range of materials. Esko launched
Kongsberg V table in Indiacorr 2014 event last year. It’s the latest
entry-level and cost-effective solution for the Sign and Display
market in India. This year we also introduced a couple of new
tools.”
To keep up with new demands and further improve existing
solutions, Esko’s new range of tools include a psaligraphy (paper
cutting) knife tool, perforation wheel and braille tool available
for usage on the Kongsberg XN, Kongsberg V and Kongsberg XL
Series of digital finishing systems.
The new psaligraphy (or paper cutting) knife tool can cut out
really fine details in paper and folding carton and is a perfect tool
for adding creativity and value to promotional items or folding

carton samples. The 60 mm Perforation
wheel enabling users to create tear and
crease-assist perforations in corrugated
board up to 4 mm thick at a much higher
speed than before and is ideal for producing
POP-materials and all kinds of packaging.
The Braille tool will work on most rigid
materials more than one mm thick and
can be used to produce signage requiring
directions.
High-end digital cutters like those from
Esko and Zünd are generally equipped with
software that is compatible with the kind
of RIP-to-cut software available through
suppliers such as Onyx, Wasatch, Caldera
and Colorburst.
INVESTING IN THE RIGHT CUTTER
There are several excellent multifunctional
flat-bed cutters from Zünd, Esko, Aristo and
Summa available in the market, so how
Productfocus
do you choose one that’s right for your
business?
Size of the cutter: Choice of a cutter should
take into account future needs and not just
present requirements. Printing formats are
always developing over time which might
call for a wider cutter later on.
Productivity: A cutter with the highest
specification need not be the most
productive. Productivity includes job
preparation time, machine set-up or
changeover time, cutting time and material
handling time. To figure out the real
productivity you need to test the time the
cutter/router requires to finish several copies
of several of your jobs, using your selection
of materials.
Scope to upgrade: It’s important to evaluate
the cutter/router upgrade possibilities in
terms of cutting capabilities and tooling and
also automation.
Versatility: The more features and tools
a cutter provides, greater the opportunity
to expand in terms of new applications,
materials or new services. Some valuable
features include the ability to route soft
alloys and 3D signage, create Braille signs,
cut picture framing mounts, make multiple
angled cuts and the ability to cut textiles.
Efficient vacuum system: Material fixation
depends on a combination of vacuum and a
certain airflow rate. Systems capable of high
airflow rates therefore generally work better,
especially for routing and cutting porous
materials.
Software: Sometimes the software used
with the cutter may not connect with your
existing software compelling you to buy
additional software.
Other factors include, warranty, service
availability, expected electricity costs etc.
Bengaluru-based company Ideal Design,
a fabricator of POP displays and signage
installed a Zund G3 L2500- the largest digital
diecutting system by Zund at its premises.
The Zund G3 which is capable of working
and cutting a wide range of materials
was a perfect addition to realising the
company’s marketing and display projects
which combine extruded profiles, injection
moulded plastics, digital print and unique
lighting systems.
In conclusion and rightly said by Pradeep
Ram, “A cutting table doesn’t affect a print
provider’s business; rather it helps them to
give a complete solution to their customers.”
Zund G3 L2500

Mr. Yogesh Lakhani, Chairman &
Managing Director, Bright Outdoor Media
CASESTUDY
Patriotism Spirit Soars In
Mumbai Outdoors
I
ndependence Day is a good time to
connect with the audiences. Taking this
cue, the web portal (www.iamnindian.
com) aimed to promote the glory of rich
Indian culture and religious diversity, aligned
with Mumbai based Bright Outdoor Media
for execution of an outdoor campaign in
Mumbai.
THE IDEA
The onset of the Independence Day last
month was found to be an ideal timeline
to showcase the purpose of the portal to
the citizens of the country. With varied
billboards promoting the ‘Unity in Diversity’
theme of the country, the campaign was
directed at populous areas of the city with
maximum visibility, to endorse the purpose
of ‘iamnindian.com’.
CLIENT BRIEF
“Being a mass audience campaign, the client
wanted sites across Mumbai’s main strategic
locations and also to encompass through the
interior parts of the city. We first charted out
a plan to shortlist the location and the sites
as this was the first campaign of the client at
outdoors. Bearing this in mind, we executed
the campaign on the same lines of our
client’s expectations and were successful in
meeting the needs of our client unerringly,”
states Sabina Shaikh, Assistant Manager-
Sales, Bright Outdoor Media.
MEDIUM USED
Large format billboards were employed
across the city to inform the public about
the portal that celebrates the feeling of
being a part of the country. “Our strategy
was to position the campaign as close to
Independence Day and at locations which
are highly populated to offer maximum
visibility. The bright pictures and imageries
used in the campaign act as a pull factor for
the general masses,” asserts Yogesh Lakhani,
Chairman & Managing Director, Bright
Outdoor Media.
Furthermore, Sabina lists down various other
factors as to why billboards’ usage in their
project is a win -win case for all.
Why Billboards in OOH Advertising?
• People spend more time in their vehicle
than they do to read the paper and watch
the news. Ads on billboards are free to
consumers; one does not have to buy a
magazine, cable television, or a newspaper
to see the advertisement. Billboards are
noticed because of their messages, bright
bold colors and creative graphics and at the
same time allow one to reach more people
faster and easier than any other type of
media.
• Billboard advertising allows a message to be
displayed 24 hours a day &seven days a week.
• Outdoor advertising has a larger audience
ADVERTISING AGENCY
Bright Outdoor Media Pvt. Ltd.
LOCATION
Mumbai
CLIENT
Web Portal (iamnindian.com)

CASESTUDY
than any other type of advertising. A
billboard with a good location (on an
Interstate or major highway) can entice a
millions.
• Repetition is extremely helpful when one is
trying to increase his product awareness, or
when one simply wants to get his message
across to a multitude. This task can easily be
accomplished with billboard campaigns.
• Also, Billboards have been rated higher
than any other type of advertising for their
ability to communicate ideas at the lowest
possible prices procuring large benefits for
the small businesses.
EXECUTION
The campaign ran for close to 15 days
with several hoardings seen in Andheri,
Warden Road and Mahalaxmi. Images of
dancers posing in classical dance forms
like Bharatanatyam and Kathakali were
seen on the hoardings, depicting the
cultural diversity of the nation, whereas
hoardings with pictures of women from
different religious backgrounds were used to
promulgate the idea of national integration.
“The promotional campaign was successful
in garnering the much needed response from
the audience while effectively communicating
nationalist sentiments of the citizens of the
country in place at the right time,” concludes
Sabina on an affirmative note.

Feature
Get Creative with Stretch
Ceilings
S
tretch ceiling is a creative solution
that helps improve and beautify any
environment, large or small, and
involves fixing a light weight, highly durable
film or decorative fabric to a frame that
holds it stretched in place.
It can be adapted for many architectural and
decorative purposes such as in exhibitions
halls, trade shows, entertainment venues,
malls and even residences. It can be used as
an addition to or substitute for drywell or
dropped ceiling tiles.
FABRICS AND FRAMES
Stretch ceilings are made up of different types
of fabric membranes. There’s PVC which is less
expensive, easy to erect and has a relatively
long lifespan of 15-20 years. Silicon glass
on the other hand has high tensile strength
but is subject to damage from flexing. Teflon
glass is similar to silicon glass but less brittle.
Frames or profiles can be created in a variety
of shapes such as rectangular, curved, oval,
three dimensional or flat.
Stretch ceilings come in a vast array of
colors and finishes including matt, satin,
lacquer, metallic and translucent, providing
an unlimited and endless possibility to
create a distinct and unique design; matt
finishes retain the look of perfectly painted
traditional surface while highly polished
lacquer finishes achieve mirror like effects.
Some fabrics can also be back lit to create
extraordinary impressions. It is also possible
to apply a wide format print to stretch
ceiling material.
ADVANTAGES:
1. Environmentally friendly: Materials can be
reused and are completely recyclable.
2. Sound and energy efficient.
3. Non-allergic, non-flammable, waterproof,
durable and dust free.
4. Easy to clean and maintain
5. Less impact on site: The material can be
effortlessly mounted or relocated without
leaving any damage behind.
STRETCH CEILING FROM EUROCEIL
eurocéil, a division of Chennai-based Sinex
Systems- India’s largest manufacturer of
displays and signage brings affordable
stretch ceiling solutions to Indian customers
Unique, flexible, and freeform, stretch ceilings create a distinctive
look in exhibitions halls, trade shows, entertainment venues, malls
and even residences.

Feature
and is the only brand of stretch ceiling solutions to have its own fully
integrated manufacturing facility and full fledged sales & installation
teams across the country.
eurocéil Stretch Ceiling is a special PVC membrane which is stretched
and locked to a proprietary aluminium profile, fixed on the periphery
of walls. Its flexibility allows designers to realize all kinds of shapes
and dimensions of stretch ceilings and walls. Available in more than
100 colors &10 innovative finishes, it provides a perfect ambience
solution for workplaces, residences, retail spaces and more. Hi-gloss
ceiling, printed stretch ceiling, backlit ceiling, decorative ceiling and
3D ceiling are some of the offered solutions which can be used in retail
applications.
Besides offering flexibility in design, eurocéil Stretch Ceiling is light
weight, needs no finish or paint touch up, is anti-bacterial, anti-fungal,
anti-static, flame retardant, non-flammable, and 100% recyclable.
eurocéil stretch ceiling solutions is manufactured in India with Sinex
offering a 10-year warranty on the product.

DIGITALSIGNAGE
Trembling Journey Of DOOH
Advertising In India
W
e tend to spend a lot of time
outside and on-the-go, getting
from one place to the next.
It’s no surprise that the average national
consumer is exposed to various OOH
formats every day. Digital OOH in India is
at a very budding stage as compared to
China, Taiwan, South Korea, and New York
which contribute a large pie of Digital OOH
advertising. The largest and most expensive
digital billboard was debuted in Times
Square (New York) last November with
many pedestrians expected to pass through
the area daily. The overlapping powers of
digital, mobile, and OOH content seem to be
stepping up internationally but the efficacy
of DOOH in India is still a matter of question.
A CLOSE WATCH
Digital OOH encompasses electronic display
ads and messages using liquid crystal
display (LCD), light-emitting diode (LED),
plasma displays or projected images and
a variety of screen shapes, sizes, and levels
of interactivity. From digital billboards and
signs on taxis, to digital signage at airport
gates and gyms and waiting rooms, these
varieties underline a necessary bridge
between context and location in relevance
and are favorable vital components of any
media campaign.
When planning for Digital OOH, there are
various factors that need to be considered:
infrastructure, consumers, content,

DIGITALSIGNAGE
mobile technologies like NFC, beacons and
more accurate geo-fencing capabilities.
Such technologies may allow a marketer to
personalize the consumer’s experience and
even allow for immediate interaction.
DOOH to provide relevant messages
in prime locations: The amount of time
spent outside and in transit is increasing
in many regions. New forms of targeting
and subsets have made the art of reaching
specific audience segments in ideal locations
easier - and in our highly distracted modern
experience, a consumer’s receptivity to new
concepts outside the home can be highly
impactful. As a consumer, the device one
carries with him, creates a natural tie-in to
his visual experience outdoors, and relevant
DOOH messages enhance the value via
screens throughout popular locations.
engagement and interactivity. Currently,
DOOH looks promising with most airports
getting privatized and Metros coming up in
different metropolitan cities. Tech Parks may
prove to be great locations where DOOH can
establish big footprints.
CATALYST FOR GROWTH
The OOH industry grapples with the
challenges of interactivity with consumers
and lack of measurement metrics for
traditional OOH media. Hence, DOOH could
serve as the new facilitator for growth.
Cross-platform targeting opportunities
on rise: As mobile devices become more
advanced and pervasive, there will be a
proliferation of captive digital screens in the
OOH space. Interactions with consumers
have become more prominent via new
The overlapping
powers of
digital, mobile,
and OOH content
seem to be
stepping up
internationally,
but the efficacy
of DOOH in India
is still a matter
of question.

Weaving in relevance, right content, right
technology and engaging ideas presented
through correct format will leverage the
DOOH media.
Usage of big data: DOOH will benefit from
using big data to reach the same mobile
consumer on larger, higher impact screens
and enabling marketers to craft cross-screen,
location-based strategies to maximize the
impact of advertising to consumers outside
the home.
OOH creates a unique canvas for top-
notch creativity: From street furniture and
cinema ads to augmented reality and live
experiences on digital screens and vehicles,
the ability to build awareness and drive
impressive results will get easier in DOOH.
Whether it is part of a larger cross-media
effort or a locally focused campaign, DOOH
will offer opportunities to reach a unique
audience, creating unexpected parallels
between location and messaging. DOOH has
huge potential to drive immediate impact
and scale close to point of purchase.
Rise of new addressability opportunities
in DOOH: New location and mobile data
sets will lead to new ways of measuring
attribution in experiential and OOH media.
Location, as an audience definer, is just
as important to DOOH as it is to mobile
advertisers. A consumer’s exposure to this
medium can be verified beyond the self-
reported opportunity to see, improving
marketers’ confidence in their ability to
isolate the impact of DOOH from other
mediums in the cross-channel mix.
IS STILL A DEADLOCK?
Usage of DOOH in India had nosedived to
some extent. The ‘Global Digital Out-of-
Home Media Forecast 2011-2015’ revealed
Digital Out-Of-Home media as the fastest
growing media in the world with the US
as the largest global market and China,
the fastest growing. However, in India,
the medium is yet to make a huge impact.
Advertisers are said to be skeptical about
investing in the medium due to the lack of
an effective measurement system, which is
seen as the single biggest challenge. In fact,
the effectiveness of digital out-of-home, as
per experts, is not evangelized to advertisers
and media planners, and as a result, India
has not been able to catch up with some
other markets.
For Digital OOH to grow there has to be
a significant number of innovations in the
medium, besides, the efficacy of the medium
also have to be enthused to the advertisers.
DIGITALSIGNAGE

The media planners and most of all the
industry must come together for an active
measurement tool for digital out-of-home.
Nailing it further, the industry doyens don’t
see Digital OOH crossing 6 to 7 percent
of the total OOH segment in the next
two years. There is a need of an altered
approach to be undertaken, coupled with
a different mindset to create ads for Digital
OOH, as well as a separate sales technique,
reasons the experts. They underline the need
for a scientific exploration of the Digital
OOH space.
ROADMAP AHEAD
Digital OOH being a relatively firsthand
industry will evolve and technology will step
in to make it more interactive and consumer
friendly. From an Out of Home (OOH)
perspective we will see a greater number
of clients take advantage of the DOOH
landscape and challenge media owners to
deliver truly bespoke solutions.
If the correct applicability is established
between the media and the need of the
brands, DOOH can definitely offer greater
mileage and the customer interaction will
make it more accessible. Thus India needs
to get the model right for DOOH so that
the ROI comes in. The need of the hour
is intensive action by the OOH industry, a
new class of investors, digital technology
companies, civic bodies and the advertisers
themselves to create a robust ecosystem for
DOOH in India. A reformed collaborative
attitude is to be taken to change the
situation which will surely give an impetus
for growth to the entire industry. Marketers
should embrace the flexibility and dynamism
of the medium and its natural partnership
with social media and mobile to have real-
time conversations with the consumer.
Digital OOH is without doubt a medium
with potential. Nonetheless, the specialists
believe that the potential has not been
exploited adequately. It is time for digital
OOH companies to do pressure tests in
limited number of cities to prove the efficacy
and true value of the medium.
Digital signage companies are once again
hopeful of bagging big-ticket orders from
corporate clients, educational institutes
and transportation, fuelling growth for the
segment. As of today, there is a gap in terms
of acceptance and faith in this medium, and
in the bargain, the medium writes a self-
fulfilling prophesy of stagnation in terms of
value and use.
DIGITALSIGNAGE

TECHNOLOGY
The Use of Laser Technology
for Sign Making
S
ign makers are continually working to
improve the quality and functionality
of their products, while also reducing
manufacturing costs. Sign builders and
designers can create unique value and add
revenue and profit to a sign shop by using
laser engraving & cutting machines which
can produce high detail signage with a wide
variety of materials.
ADVANTAGES OF LASER CUTTING
MACHINES
Mechanical routers form the mainstay of
sign production for most manufacturers
but come with several drawbacks such
as producing a rough finish on the edge
cut, the inability to cut a sharp 90 degree
interior corner, the inability to cut very
small parts because of machine vibration,
and loss in productivity due to cleaning up
debris after cutting.
In contrast, laser processing can deliver
a variety of cut-edge finishes, including
a smooth, transparent edge that entirely
eliminates the time and cost of flame
polishing. It also enables the production of
sharp corners, angles and very small features
because of the very narrow cut width (as
small as 0.005 in/0.13 mm). In addition, laser
processing provides tremendous flexibility,
with very accurate control of cut depth,
and high repeatability and consistency
without the need to change tools. It can be
employed on materials over a wide range
of thicknesses and can even be used to
“kiss cut” thin films. The lack of machine
vibration allows it to produce smaller parts
than a router. Laser-based systems are
cost-effective as laser machine tools cut
approximately 50 percent faster than routers
and largely eliminate the need for post-
processing part cleaning, which is usually
required after router cutting. They also have
more favorable downtime characteristics
than routers, since there is no need for tool
replacement.
CO2 LASER MACHINE TOOLS SPEED
SIGN CUTTING
Traditionally, sign fabrication relied mostly
on mechanical machining techniques. The
introduction of CO2 laser-based machine
tools brought in superior performance and
cost characteristics for many applications.
The combination of rugged operational
simplicity, compact packaging, low operating
costs and high processing power of CO2
laser machine tools bring advantages of
high-tech photonics manufacturing to both
high- and low-tech (and/or low-unit-value)
applications including sign making.
CO2 laser machine tools integrate a laser,
CNC controller, beam-delivery system,
drive system and laser cutting head into a
machine frame. Additional options, such
as an assist-gas delivery system, a vision
system, a material-height sensor and an
automated part-loading/-unloading system
may also be included.
Low-power lasers, usually 400 W or less, are
suitable for most cutting applications in the
sign industry. This enables the cutting of a
wide range of non-metal materials, such as
wood, plastics, rubber, thin films, composites
and other organics as well as thin metals.
A 1000-W CO2 laser option provides the
ultimate in material versatility, enabling
stainless steel and aluminum to be cut in
thicknesses of up to 1/8 in. (3.2 mm), and
mild steel up to 1/4 in. (6.4 mm).
LASER PROCESSES
Laser Cutting
Laser cutting is a precise method of cutting

TECHNOLOGY
a design from a given material using a CAD
file to guide it. Laser cutting machines can
accurately and quickly cut a wide variety of
organic and inorganic materials, including
acrylic, wood, cardstock and textiles even
achieving intricate designs and artwork.
Because laser cutting is a non-contact
process, there is no need to configure or
replace blades or tools.
Laser Engraving
Laser engraving is the process of using a
laser to etch or mark the surface of a work
piece. Laser engraving can utilize many
materials and can be extremely precise.
Engraving methods vary, depending on the
type of work piece and the material,
Laser Marking
Laser marking is when the laser removes
material to create depth (laser depth
marking) or modifies the material to change
the color, contrast or reflectivity of the
surface (laser surface marking).
Laser Graphic Imaging
In this method, the laser beam modifies the
material, producing permanent photographic
images on a variety of materials. This can
be achieved on a wide variety of materials,
including marble, wood, glass, plastics,
painted metals, textiles, anodized aluminum
and more.
CREATIVE POSSIBILITIES
POP displays: The flexibility of laser
systems, both laser cutting and laser
engraving features can be used to produce
dynamic point-of-purchase displays and
signs such as tabletop displays for retail
stores, restaurants and bars.
Dimensional letters: Laser technology
can cut, engrave or mark a wide variety of
materials, including wood, acrylic, glass,
marble, leather, stone, paper, foam and more.
Image Cutouts: Many materials that can
be printed on, such as Coroplast, can also
be laser cut. Laser cutout graphics are
not only impressive but present excellent
merchandising opportunities.
ADA and Braille Signage
Laser technology can be used to create
Braille and ADA (Americans with Disabilities
Act) signage.
Combining Multiple Materials
Some laser system can create signs made
from multiple materials including acrylic and
wood.
MARKET PIONEERS IN INDIA
Suresh Indu Lasers Pvt. Ltd. has been
raising the bar in laser engraving & cutting
systems, laser marking systems, CNC metal
laser cutting systems and welding laser
systems in India since its inception in 1990.
Besides introducing the industry’s first low-
cost entry-level C02 Laser Engraving and
Cutting System, SIL has launched several
laser marking systems, pulsed YAG welding
systems, economical laser cutting systems
and high speed laser cutting machines to
cater to the widest possible customer base in
the international market.
Mehta Cad Cam Systems Pvt. Ltd.’s new
focus on the development of CNC and laser
technology has been fairly successful with
its CO2 laser engraving and cutting systems
doing fairly well in the market. Extending
its efforts into fiber laser technology, the
Company has already launched a high
quality fiber laser metal cutting machine &
fiber laser marking machine in the country.

Eventcoverage
SIGN Istanbul
2015
E
urasia’s largest trade fair on the International Advertising Indus-
try and Digital Printing Technologies presented the very latest
technologies, materials and services for digital and textile print-
ing, sign technology, visual communication, LED & LED screens, along
with high volume documentation and multifunctional digital printing
solutions from 10th-13th September in Istanbul, Turkey.
Roland DG showcases new solutions in printing
Roland DG focused on four main product groups during the event,
while sharing the newest and outstanding products with visitors. Along
with displaying its full range of reliable large format printers and
combined printer/cutters, it also showcased new solutions and graphic
application opportunities in different categories related to printing,
print/cut, cut, UV printing, sublimation printing and 3D milling.
Mimaki’s new roll-to-roll printer creates buzz
Turkey distributor Pimms Mimaki showcased Mimaki’s UV range,
solvents, SUV’s and latex sublimation printing machines. The highlight
however was the new Mimaki SIJ-320UV LED roll-to-roll printer which
is capable of printing at speeds of 110 m2 per hour and uses newly
developed high-performance UV curing inks. Simultaneous twin-roll
printing enhances productivity. It can print on various signage media
including PVC and other banner materials.
MET Etiket makes impressive display of machines and
media
MET Etiket put on display its Artemis eco solvent machine, Neolt
lamination and cutting machine and Cielle computer-supported
pantograph CNC machines. Other products promoted by the company
included Belgian-made MACTAC products, cutting folios, lamination
and floor graphics films, Korean-made Starflex sign vinyl and printing
canvases, Lenzing Idem brand blueback papers, Vilaseca and Torras
Papel citylight papers, Neenah paper, Pretex rotating papers, Ikonos
duratrans and one-way visions.
Tecpro launches Epson’s sublimation textile printers
Tecpro launched Epson’s sublimation textile printers F-6000, F-7100 as
well as the 110 cm and 162 cm sublimation printers and new dual-
head EPSON SC-9200 printer. It also demonstrated the HD Black new
textile dye at the fair. Displayed products included sublimation transfer
fabric applications and applications on metal, stone and wooden
products.
Pigment Reklam displays new generation solutions
Pigment Reklam, a leading UV solutions provider for the Turkish print-
ing industry, displayed new generation solutions of swissQprint and
HandTop brands for the first time at SIGN Istanbul 2015 in addition to
the Caldera software solutions.
OKI demonstrates 5-color LED printer
OKI demonstrated to visitors its white toner LED printers and digital
LED printers that can print in 5 colors, which is a first in the sector.

Productlaunch
Avery Dennison® Diamond Supreme Wrapping™ Film
The new Avery Dennison® Diamond Supreme Wrapping™ Film is
part of the SWF Diamond Series. The new wrapping film combines
brilliant shine and glimmer with superior performance and comes in
six distinctive colors: Diamond White, Diamond Silver or Diamond Blue
for a cool, icy shimmer appeal and Diamond Amber, Diamond Red and
Diamond Purple for hot colors that add sparkle and light.
KEY FEATURES: • Available in six radiant and shimmering colors •
Excellent conformability around curves and recesses • Patented
Easy Apply™ RS adhesive technology • Exceptional durability and
performance • Combines a colored film and protective layer in a
convenient, one-piece construction with fewer seams
Key benefits include: Saving time on installation with a repositionable,
bubble-free application with long-term removability, out-of-the-box
application – no printing or laminating required, it eliminates the need
for printing, laminating and application tape required with solid film
colors.
Avery® BF 4890 Brightness Enhancement Film
The new Avery® BF 4890 Brightness Enhancement Film is a general
purpose, medium life, self adhesive film for a wide variety of
relatively flat surfaces such as enhancing the brightness of Signage
boxes, lettering and number systems and advertising & display signs.
DESCRIPTION:
Facefilm: 100 micron, specially treated surface with exceptional
durability vinyl film
Adhesive: permanent, acrylic based
Backing paper: one side coated bleached kraft paper, 140 g/m²
Conversion Avery BF 4890 series have excellent die cutting
characteristics.
KEY FEATURES: Effectively enhance brightness of the Signage Box
by 30%¹ • High dimensional stability • Excellent outdoor durability
• Excellent printability • High adhesion level on a wide range of
substrates • Ultra violet, humidity and salt spray resistance • Smooth
surface for superior appearance.
S TAR FLEX RELEASES NEW PRODUCT RANGE
The new range of Starflex products consists of Block Out Flex NSBO-3012, Magnetic Vinyl, Super
Canvas 600, PE Banner and Textile 300/450 (TXL-300/450).
Block Out Flex NSBO-3012 comes with a special surface coating
which optimizes ink adhesion and color reproduction for long
lasting prints. It is suitable for solvent-based inkjet systems. Printable
on both sides and weather resistant, the new flex can be used for
billboard advertising, exhibition booth decoration, indoor & outdoor
displays, building displays and in-store displays. It is available in
3.2m and 50m lengths.
PE Banner is a 100 percent natural product, recyclable, light weight
(just 1/3 of conventional PVC banner) which can be easily mounted on
outdoor billboards, display graphics at malls, supermarkets and other
promotional campaigns.
National Product Launches
AVERY DENNISON RELEASES NEW FILMS
The exciting innovations by the global manufacturer include Diamond Supreme Wrapping™ Film and
a brightness enhancement film.
Block Out Flex NSBO-3012PE Banner

Magnetic Vinyl is a magnetically receptive material that attracts all
types of low profile magnets, including flexible magnetic sheeting
and is available in 2.2 m and 50 m lengths. This material can
be easily drilled or cut with scissors, knife, die-cutter or cutting
plotter and is compatible with solvent, eco-solvent, latex and UV
technologies.
Super Canvas 600 is an eco-solvent canvas available in a variety of
weights and finishes that can be framed, mounted and sewn, and suitable
for lacquering and spray. This water resistant canvas is of 1.37 m and 1.52
m width and is available in 50 m length. It can deliver excellent color
rendition and remarkable flexibility without cracking.
Textile 300/450 backlit is a very thin, specially coated polyester fabric with a
‘silky’ feel and appearance and has been specifically created for digital printing.
Features include good stretch capacity and sound and light absorbent, making
it a perfect material for use in applications such as LED light-boxes, Pop-up
displays, frame display systems, and front projection screens. It is available in 3.2
m and 50 m lengths.
Super Canvas 600 Magnetic Vinyl
Textile 300/450 backlit
Productlaunch

INTERNATIONAL
CASESTUDY
S
tandard Bank’s broader creative
campaign, “The Closer You Are,
The More You Feel” reel out a living
billboard, driving the idea that art in general,
and music in particular, has a much greater
impact when experienced live. Standard
Bank group sponsorship head Hazel
Chimhandamba says the bank is constantly
looking for ways to be innovative with its
campaigns.
IDEA
For the Standard Bank Joy of Jazz, the
brand dug a little deeper, emphasizing the
live element of performance and taking
live music to unexpected places. “The Live
Billboard is an interpretation of that idea,
demonstrating, literally how music is best
experienced live and the positive impact
it has on people. Johannesburg traffic can
be stressful, so the aim was also to provide
some temporary relief and entertainment
EXECUTION/ACTIVATION
The event was filmed and then coded into
a live Internet stream to various platforms
includingwww.standardbankarts.co.za and
www.702.co.za and a live audio stream to the
702 app. An especially freed-up frequency,
100.0 MHz, was also created so that drivers
within a radius of 100 meters of the billboard
were able to tune in to the performance.
There were posts on Facebook, Twitter
and Instagram as well as a short Periscope
stream, and the event was listed on the
Vicinity app.
SOCIAL IMPLICATION
A new virtual reality concept will be
introduced closer to the jazz festival which
reinforces the campaign idea. “The Closer
You Are, The More You Feel” campaign
started with a social experiment ahead of the
National Arts Festival that took place in July
this year. Three volunteers – a music student,
an aspiring singer in her 20s and an elderly
sales rep who enjoys classical music – were
wired to monitors, recording brain activity,
heart rate and blood pressure. Their physical
reactions to music were recorded in three
different situations such as
• Being told about the performance by a
knowledgeable insider
• Viewing a video of the performance, and
• The live performance itself.
The stimulus used was Standard Bank
Young Artist winner Nduduzo Makhathini
performing his song ‘Echoes of You’.
An integrated communications campaign
created through partnerships and suppliers
on many levels results in innovation and
entertaining media for consumers. The
campaign is the perfect example of an
integrated communications campaign at
many points.
Bringing Music to Jo’burg
Traffic

Installation
New Installations
Arrow Digital
Arrow Digital which has been providing effective digital print-
ing solutions to the Indian market for years recently made
several installations across India with the EPSON SC-30670 as
a popular choice among PSPs.
Mehta Cad Cam
Mehta Cad Cam System continues to provide optimum solutions in the field
of digital printing, CNC and laser technologies with a number of PAN India
installations to help its customers sustain and grow their business in the current
competitive market.
MI Name Model No City StateCompany
Kudarat
Sensation
City
Bengaluru
Delhi
Model
Seiko M64
Seiko M64
Mast Innovation Products
Pvt Ltd
Bengaluru Epson SC 50670
Kutch Digital Zone Bengaluru
EPSON SC-
30670
M/s Morya Graphics Pune
EPSON SC-
30670
Shubham Art Ahmedabad
EPSON SC-
30670
Scl Cad Cam Sysyems THUNDERJET A1801S Indore M.P.
Scl Cad Cam Sysyems GZT 3202AU Indore M.P.
Konkan Printers GZT 3202AU Ratnagiti Maharashtra
Agrawal Printing Press GZT 3202AU Janjgir Chhattisgarh
Rashmi Publication
& Training Center GZM3202SG Rampur U.P.
Amar Printers THUNDERJET A1801S Jalandhar Punjab
Shrinath Graphics Pvt Ltd Mumbai
EPSON SC-
B6070
Staid Marketing Pvt. Ltd. Delhi
EPSON SC-
30670
Master Colour Digital
Graphics
Bengaluru
EPSON SC-
30670
Aagaz Advertisers &
Exhibitors Pvt. Ltd.
Delhi
EPSON SC-
30670
Ashirvad Pvc Profile GZT 3204AU Ahmedabad Gujarat
Printmart Enterprise GZT 3202AU Patna Bihar
Aakar Signs & Prints GZE1802SG-10PL Ahmedabad Gujarat
Ampbs Prints
& Trades Pvt Ltd
GZT 3204AU Purnea Bihar
Scl Cad Cam Sysyems GZT 3204AU Indore M.P.
Samag True
Enterprises Ltd Starfire GZM3202SG Sirsa Haryana

SEPTEMBER, 2015
SHANGHAI INT’L DIGITAL SIGNAGE & TOUCH
TECHNOLOGY SHOW 2015
Date: 16th-18th September, 2015
Venue: Shanghai New International Expo Centre,
Shanghai, China
Web: www.ifairchina.com/en
Event Calendar
NOVEMBER, 2015
INPRINT 2015
Date: 10th-12th November, 2015
Venue: Munich, Germany
Web: www.inprintshow.com
SEPTEMBER, 2015
SIGN CHINA 2015
Venue: Shanghai New International Expo Centre,
Shanghai, China
Web: www.signchina-gz.com
SEPTEMBER, 2015
SIGN ISTANBUL 2015
Venue: Tuyap Fair and Congress Centre, Istanbul
Web: www.signistanbul.com
SEPTEMBER, 2015
CORPCOMM EXPO
Date: 30th Sept-1st Oct, 2015
Venue: Atlanta, GA
Web: www.corpcommexpo.com
DECEMBER, 2015
PAMEX 2015
Date: 9th-12th December, 2015
Venue: Bombay Exhibition Centre, Goregaon, Mumbai
Web: www.pamex.in
OCTOBER 2016
SIGN INDIA
Date: 9th-11th October, 2015
Venue: Chennai Trade Centre, Chennai
Web: http://www.businesslive.in/Sign_India_2015/index.html
JANUARY, 2015
SGI DUBAI
Date: 10th-12th January, 2016
Venue: Dubai World Trade Centre, Dubai, UAE
Web: www.signmiddleeast.com
JANUARY, 2015
MEDIA EXPO
Date: 15th-17th January, 2016
Venue: Bombay Exhibition Centre, Goregaon, Mumbai
Web:
FEBRUARY 2016
D.PES SIGN & LED EXPO CHINA
Date: 23rd-26th February, 2016
Venue: Poly World Trade Center Expo, Pazhou, Guangzhou, China
Web: www.chinasignexpo.com
MARCH 2016
DIGITAL SIGNAGE EXPO 2016
Date: 16th-17th March, 2016
Venue: Las Vegas Convention Center
Web: www.digitalsignageexpo.net
APRIL 2016
SIGN & DIGITAL UK
Date: 19th-21st April, 2016
Venue: NEC, Birmingham
Web: www.signuk.com
JULY 2016
GIFTS WORLD EXPO 2016/ OFFICE EXPO 2016
Date: 29th-31st July, 2016
Venue: Pragati Maidan, New Delhi, India
Web: www.giftsworldexpo.com / www.offi ceexpo.com
EVENTCAlENdAr

NEWSWIRE- NATIONAL
For these stories and more, see www.signandpop.com
Havas Media Group India announced that it has won the
integrated media mandate for FoodCloud.in, estimated
over INR 25 crores, which will include print, TV, radio,
outdoor and digital duties in a multi-agency pitch.
FoodCloud.in is the go to website for food lovers and
delivers a gourmet meal of your choice, on your dinner
table or at your offi ce, for you alone or for a whole group of people. Currently
operating in the Delhi NCR region, the FoodCloud.in portal connects foodies
with home chefs and caterers who are empanelled after strict screening and food
tasting. Customers can choose a cuisine or chef from a selection of international,
Indian, desserts, health foods, condiments and beverages and place the order
online, pay online or opt for cash on delivery.
Talking more on the project, Anita Nayyar, CEO, Havas Media Group India & South
Asia, said, “With the slew of working class in our country, home-cooked food is
becoming extinct. However, hygienic, nutritious yet tasty home food is still much
sought-after. If that is available and that too just click away, it makes our life so
much more convenient.” The proposition also works for corporate lunches as also
for home parties or the last minute visiting friends and family. Talking further
on planning and execution of the campaign, Nayyar added, “We are yet to start
planning for its digital and outdoor campaigns. All I can say is it’s an interesting
category where we see huge growth potential. Food is an engaging factor that
connects everyone’s interest. Our blend of analytical customer understanding and
integrated media solutions with both outdoor and digital focus gives us the edge
to help scale the FoodCloud.in’s business. With this win, we look forward to our
experience with yet another innovative and entrepreneurial new-age client to the
Havas family.”
Monotech Systems, leading manufacturer and
supplier of products and solution for printing
and packaging industry introduces an array
of fi nishing equipment from ATA China. These
equipment include folding machines, fl apping
machines, three-knife trimmers and other post-
fi nishing equipment. This will add value to the other product offerings from the company and
will complement the company as one stop solution provider.
Chumin Xiao, Director, ATA machinery says “We believe “Monotech Systems” has complete
infrastructure to establish market for our products in India. They have necessary experience and
expertise to become world class Post press supporting organization in future. We fi rmly believe
that, taking ATA Distribution in India, they would forge ahead become a complete solution
provider in India. We feel that “Monotech Systems” as technology Introducer will provide each
and every offset house in India with ATA products. We are very proud to have “Monotech
Systems” as our Indian distributor and we sincerely hope to sell and service our products
through Monotech for years to go. T. P. Jain,
Managing Director, Monotech Systems Limited
says “ATA’s print fi nishing equipment complete
our product portfolio of prepress, press and post
press equipment. This will enable us to act as a
single window solution provider for our valued
customers. ATA’s products enjoy tremendous
market reputation and stand out in terms of
quality and reliability”.
The Madras High
Court has instructed
agencies to apply for
permission from the
corporation authorities
or the district collector
for the hoardings
within the railway
premises. The agencies have 15 days to
apply for the necessary permissions. The
concerned authorities would pass orders
on the application within 30 days after the
application has been made. Dismissing a
big batch of petitions fi led by hoarding
owners and agencies, the fi rst bench
comprising Chief Justice Sanjay KishanKaul
and Justice T S Sivagnanam said: “It shall
be your responsibility to obtain permission,
permit and license from the municipal
corporation or any other government or
local departments for display, as and when
required, so as not to contravene any rule or
law of the land.”
The bench said the agencies must pay
the municipal corporation or any other
government department concerned the
requisite license fee and taxes.
Havas Media bags account for FoodCloud.in
Monotech Systems introduces ATA finishing machinesHoardings within railway premises
in Chennai now require corporation
approval
NEWSWIrE
In order to elevate the
integrated offering to clients,
DDB MudraMax added three
senior members to strengthen the Activation, OOH & Media
team at the Gurgaon offi ce. Puspendra Singh (Pushpi) who
comes in as Senior VP, DDB MudraMax-OOH & Experiential
will be responsible for Client delight, while Arijit Chakrabarti,
General Manager will be responsible for Data, Insights &
Strategy for entire DDB MudraMax including their Media/
Digital offerings. Bhuwan Pandey, General Manager, will focus
on driving effi ciencies and partner relationships.
Pushpi, an erstwhile Consulting Advisor with Street Talk
Connect brings home over 23 years of experience in New
Business Development, OOH Planning and Brand solutions,
Events. His experience spans over prestigious clientele like
Airtel, Pepsi, Maruti, LG, Samsung to FMCG giant Unilever.
Over the years, Pushpi has served organizations like Kinetic,
Posterscope and Aeren Initiative. Arijit brings on the table
an exhaustive knowledge bank from both the client and the
agencies’ end. With more than a decade of experience of
being associated with companies like Moms Outdoor Solution,
Bennett Coleman & Co. Ltd., Tata Docomo and Greenlam
Industries, Arijit has a reputation in strategic planning and
delivering customized solutions.
DDB MudraMax (North) makes three senior
appointments for OOH & Experiential Offering
team

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The New Face of Railway OOH Advertising

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