‘A strong business bounce-back in the offing post lockdown’

Even as the OOH industry reels under the impact of the Covid-19 pandemic and the enforcement of lockdowns across the country, the digital printing business is closely watching the trends to prepare for the anticipated developments in the OOH space in the coming months. In this regard, Ajay Aggarwal, MD & CEO of Insight Print Communications, a leading distributor of HP printing machines in India, told Media4Growth that OOH advertising environments like malls are likely to spur significant demand for printed displays once the lockdown is lifted. Not only brand communications will get re-started, but also there will be the requirement for display of public information on ways to prevent spread of Covid-19.

“I expect a strong demand for printing once normalcy returns because corporates will want to achieve their 12-month target in 11 months or less. For that they will have to switch to  5th gear to promote their products and increase sales to cover the losses. That can only be achieved with strong branding and marketing initiatives, and the sign and display industry will also get its fair share of the marketing spend,” said Ajay.

Also, as malls will be re-opening after a certain time-period, the management there would be wanting to redo the graphic displays. Likewise, the stores too would consider opting for new shop signages. He said that similar demand is likely to be seen at hotels, metro rail networks, etc.

Meanwhile, Insight Communications has been guiding the printing firms with the maintenance of their respective machines during downtime. “Also, as a long shutdown could harm the printing machine’s head, HP Latex heads, by default come under consumables category and are very cheap and further we are stocked up sufficiently to meet the requirement,” he added. He pointed out that HP Latex’ inks are water-based that has long expiry and can last up to two years.