To all our readers- wish you a wonderful year ahead! 2020 was a rollercoaster ride for all of us. The pandemic has turned our world upside down. Now the positive news about the vaccine provides us with hope. Let us hope that the pandemic threat subsides soon.
The first thing I want to grab your attention is a commendable action done by Punjab government and DMRC (Delhi Metro Rail Corporation). Punjab government has waived off the license fee of outdoor media industry
for six months with effect from March 24,
2020. Although the industry is still on its path
of revival, the support provided by Punjab government even if it is for six months is a laudable effort. The second to follow suit was DMRC. As the lockdown and suspension of metro train services, DMRC suspended the license fee for OOH service providers from March 22, 2020 until September 30, 2020. We wish more governments follow the suit as OOH and advertising sector were one of the worst hit industries during the pandemic.

As we all know, Covid 19 has affected
all spheres of life. Like most sectors,
branding and advertisement sectors
too took a hit of it. When the nation
underwent lock down, most business
organisations and businesses were closed down
or had to stop production which in fact affected
the sales. As a result, most brands immediately
refrained from advertising in order to reduce the
loss in production. Only a few brands continued
to do the advertising or branding activities in
a small way. But the fact is that the brands
should never completely cease advertising. It
may procure more damage than they have ever
thought. A successful brand is not created on a
day. It takes years of hard work to create a brand
that is recognised and respected by all. Our
cover story discusses this in detail.
OOH industry had been one of the severely
hit sectors due to Covid 19. Kerala Advertising
Industries Association (KAIA) conducted a
webinar on the topic ‘How a businessman
should face 2020’ in the light of this. Leading
motivational speaker Adv A V Vamana Kumar led
the webinar. Apart from this, Arnon Media and
KAIA had organised another live talk show on the
future prospects of OOH industry in the wake of
Covid 19. Detailed reports of both are inside.
The signs of revival are now visible outside.

China has successfully conducted an expo-
DPES Sign Expo 2020. It is one of the best

venues to get to know all kinds of high-end
brand products in the sign and advertising
industry. The expo was held from September
12-14 at Guangzhou Poly World Trade Center,
China.
There are also many other stories connected
with the advertising and branding industry in
the inside pages. As always, we wish you a
wonderful read!

he much anticipated 46th edition of Media Expo concluded last month
at Mumbai with a flurry of innovative displays from 159 exhibitors in the indoor, outdoor advertising, media printing and signage segment. The expo has proven to be
a prominent venue for witnessing trendsetting capabilities and exploring various opportunities emerging across the print media, signage
and digital advertising platforms. According to KPMG, India’s advertising sector experienced 13.9% growth in 2019 and is further projected to grow by 10.62% till 2021. The top 3 contributing sectors are Digital Advertising, Television and OOH advertising. The Indian digital signage market is projected to grow at a CAGR of
15.1% between 2019 and 2025 while the OOH advertising sector is expected to grow at 9.3% CAGR between 2019-2024. We have exclusively covered Media Expo Mumbai 2020 for our readers with some unique pictures.
As predicted by the experts, the next big thing
in signage is Digital signage. Even the OOH industry is fast adapting digital trends to it. DOOH or Digital Out-of-the-Home is becoming more popular with brands and advertisers using it. Our article on DOOH will help you get to know more about this advertising option.
We have put space in this issue for introducing new entrants in the market. Two new machines by Lipi Marketing based in Chennai are featured in this section. One is Lipi Marketing’s new pocket-friendly roll-to-roll UV-LED printer Kenjet U2-L1440 and the other is dual-use metal and non- metal laser cutting machine which they have introduced for the first time in India. Check the articles to know more about them.
There are also articles dealing with marketing subjects like the need for branding and the importance of coordination in an organisation. As always, we wish you a wonderful read!

PVC Flex ban continues to make news all over the country. The latest state to impose a ban on PVC Flex is Kerala. As always we want to make our idea clear on this- we are not against PVC Flex ban. We are against the way all these governments chose to impose this. When several organisations and agencies have proved that PVC Flex can be recycled, why are they so adamant to ban it? These issue’s cover story is an eye-opener on how flex ban will affect OOH and signage industry.
Transit advertising is one of the premium ways to advertise. In this issue we are looking at the opportunities of Chennai and Bengaluru International Airports. Advertisers and brands are ready to pump in more cash for this as the benefits and reach is also manifold. We have also got some exclusive images which prove the point.
There are also many more articles in
this issue. One article of this issue deals with the eco-friendly and biodegradable materials suited for printing on the
wake of PVC Flex ban. More and more companies are now coming with such materials and it is probably the way ahead for the OOH and signage industry.
An article on UV printing, Delhi Media Expo 2019 and the recap of the recent festival sales are worth going through considering the turbulent crisis faced
by the industry. Taking account of the marketing side, we have articles on
the importance of media planning and another article on mastering professional competence.
As always, we wish you a wonderful read!

The cover story of this issue is undoubtedly Media Expo 2019
at New Delhi. The biggest trade exhibition for indoor and outdoor advertising and signage industry, Media
Expo is a venue to look out for new technologies, new innovations and new business opportunities in the industry. Being the most trusted trade fair, Media Expo
brings the biggest convergence of global brands and creative professionals to discover path-breaking future technologies. The 45th edition which was spread in 12,000 sq m exhibition space had 220 exhibitors. The visitor attendance recorded a 15% surge
with 17,770 trade visitors. The expo also had industry workshops. We bring some exclusive glimpses from the expo.
Apart from the many other stories of this issue, what we want to highlight is the Kerala Government’s decision to ban PVC Flex in the state. Kerala is the latest state to impose ban on flex apart from a few other states. SPIA (Sign Printing Industries Association), the single platform of sign printing unit owners in Kerala has already approached authorities expressing their concern over the industry on which the ban could adversely affect. Already the association had made clear to the government to collect and recycle PVC Flex and such a hasty decision from government was unexpected.
A ban on PVC Flex alone won’t solve the problem of harmful plastic waste especially when plastic covers and products are readily available. Let us wait hopefully for a wise decision from the government.

he cover story of this issue is undoubtedly Media Expo 2019
at New Delhi. The biggest trade exhibition for indoor and outdoor advertising and signage industry, Media
Expo is a venue to look out for new technologies, new innovations and new business opportunities in the industry. Being the most trusted trade fair, Media Expo
brings the biggest convergence of global brands and creative professionals to discover path-breaking future technologies. The 45th edition which was spread in 12,000 sq m exhibition space had 220 exhibitors. The visitor attendance recorded a 15% surge
with 17,770 trade visitors. The expo also had industry workshops. We bring some exclusive glimpses from the expo

We have heard quite a lot about Karnataka
flex ban. Karnataka Association of Signage
Industry (KASI) is doing their bit about saving
the livelihood of many people associated with
the signage industry of Karnataka. Ravi Nagaraj,
General Secretary, KASI talks about the efforts
by the association to safeguard the interests of
people associated with the industry.
One of the main attractions of this issue is the
story on Rareform bags. What’s special about
the brand is that they make use of used vinyl for
the production of bags suited for various needs.
It is a great way to care about the environment
as they reuse the vinyl to something attractive
and useful. Entrepreneurs from our country
can also try a hand in it which could reduce the
impact of PVC flex or vinyl on environment.
An article on the advantages of bus shelter
branding in Mumbai could provide deep insights
about the way advertisers capture more attention
of the busy life of Mumbaikars. Another article
on the growing popularity of gantry advertising
in South Indian state Chennai is also worth
mentioning.

ay marks one month after the beginning of yet another financial year. This financial year like any other year is looked upon eagerly by the advertising industry especially the OOH industry. For Kerala, it is something which really counts as the devastating floods of last year had almost affected all the industry. What do OOH players of the state expect this financial year? Also, since it is the month on which the Lok Sabha elections take place, will it bring any change in the otherwise stagnant OOH sector owing to flex ban in certain states? Will the new eco-friendly and biodegradable media make
an impact? The months ahead will give the answers. The cover story of this issue deals with the prospects of advertising industry in the new financial year.
Transit advertising is gaining more and more popularity. From airports to bus shelters, most places of transit advertising are witnessing rising demands by corporate to local brands. We have two stories in this issue covering airport advertising and bus branding in Mumbai. The advantage of transit advertising is that
it delivers to a varied audience. It also offers flexibility of ad size and location.
This issue we have also included an article
on Q-Print Media, the innovative eco-friendly and biodegradable medium for digital printing that can replace harmful PVC flex. In the last issue we had introduced Bohar Media, another eco-friendly medium to the knowledge of our readers. It is good to note that there are more and more companies coming forward with alternatives to harmful PVC flex and helps the digital printing industry to deliver in a new
way. Q-Print Media can be used in the existing digital printing machines and is a boon to the advertising industry. We hope the new initiatives to continue and the industry welcome them for a green tomorrow.
There are many more articles for our readers to explore. As always, happy reading...

Two important events of importance
took place in India in the last month
concerning signage industry and
advertising industry. The first event was
Media Expo 2019, Mumbai, the international
trade exhibition for the indoor & outdoor
advertising and signage industry which ran from
Feb 20-22 at Bombay Exhibition Centre. Media
Expo is undoubtedly the most trusted business
platform that brings together leading global
brands and creative professionals to converge
and discover path breaking future technologies.
Another highlight was the response it got from
the industry. The packed grounds reflect the
curiosity of the industry to know and possess
the latest technologies of the industry and it is
good news for all. We wish the next event to be
even more successful.
The second event was IAA World Congress
which took place at our own Kochi, Kerala from
Feb 20-22. The 44th edition of the IAA World
Congress had a special significance. It is for the
first time the World Congress came to India. The
venue was The Grand Hyatt Lulu International
Convention Centre Bolgatty, Kochi Kerala which
again contributed much to the state’s tourism
industry. The state was able to make it clear
to the world that it has recovered from the
aftermaths of the devastating floods in the last
year. The theme of the Congress was “Brand
Dharma” to bring to life the basic principles
that a brand has to follow to connect with its
customers and society at large.

Greetings of the season!
As we have got into the last month of this year, the market is witnessing a new awakening. The boards welcoming consumers into their stores for year-end sales and discounts have begun to appear. Undoubtedly, the Christmas- New Year season sales is something which refreshes the economy. As people are in a mood to spent, the market will also have its positive impact. The cover story of this issue provides some insight into the Christmas-New Year season market.
One of the highlights of this issue is the story on marketing. It deals with the inevitable role played by dealers in the marketing of a brand or product. Companies must pay attention to dealers very much as it is often they who deal with the end-consumer. For dealers, it is a win- win situation as they could get more business from consumers as well as more benefits from companies.
Aluminium Composite Sign Board Printing
is one of the most reliable mediums for advertising. There are many advantages of using ACP in brand promotion or advertising. We have an article dealing with the ACP and the advantages of using it. Another article which could entice readers could be the article on bridge pole kiosks. When your budget is less and yet you don’t want to compromise on the ‘effect’ of advertising, you can always opt for bridge pole kiosks.
One of the interesting articles of this issue
is on the OOH industry in Thailand. LED Billboards are effectively used by brands to promote their brands in cities like Bangkok, Pattaya and Phuket. It will provide some handy information about the trends of OOH industry in Thailand.
There are also many other interesting articles in this issue which you will find worth reading and saving. We wish you a wonderful 2019 ahead!

The signage industry was relieving from the sufferings associated with cash demonetisation and GST. In Kerala
the floods played havoc during the prominent festival season- Onam. However the good news from Kerala is that K3A (Kerala Advertising Agencies Association) has initiated a system for introducing CRR (Client Rating Report) in the advertising industry. It can hopefully bring a change in the industry. This issue of Arnon Media addresses the worries of advertising and signage industry on flex ban including possible alternative suggestions.

Let us welcome the
festival season with open hearts!
The harvest festival of Kerala, Onam is nearing up. The fervour of festival is quite evident in the markets. Onam is looked upon by the markets all over in India as a curtain- raiser of festivals in the country. All markets closely watch how trade fairs in Kerala during the season as it could be the
trend during the other festival season. The cover story of this
issue deals with the branding activities by different brands during the Onam season in Kerala. A Japanese company like Sony or
a Korean company like Samsung come up with fabulous plans and branding activities during the Onam season in Kerala to get the maximum share in the market. For companies like them, no other occasion brings as much as sales as Onam. The trend is
not limited within home appliances or smart phones but also in automobiles, jewellery, textiles and so. In short, the peak season of sales in Kerala for many sectors is undoubtedly Onam.

Welcome to yet another issue
of Arnon Media!
This issue of Arnon Media deals with the importance of rural branding. Even when most promotional activities
are concentrated on the urban side, brands have now realised the power of rural branding. The potentiality of rural branding is not something to be ignored. Catch them young! This strategy works wonderfully well at rural branding. From the small sachets of shampoo to tooth pastes from big brands are part of this strategy. To get a share of the pie of this underutilised and mostly under-penetrated market will help brands to be in the forefront of the race. We believe the cover story will be helpful in shedding some light to this aspect.
The summer season is the best time for the sales of soft drinks. The sales of colas, non-carbonated drinks, milk based beverages see a sharp spike during this time. Even without much marketing activities, they tend to do a brisk business. But with a well planned marketing activities, the brands can take sales to the next level. The article on soft drinks market of India will provide you some insightful information on this.
Time management is a very crucial thing for any individual or organisation. We have a wonderful article on the same with some tips on how to effectively manage your most important asset- Time. Effective time management contributes not just to organisational growth but also to your own professional growth.

EDITOR’S NOTE
 
mercury levels are gradually rising across the state with maximum temperatures already going above normal in most places. The wrath of sun is already felt by most southern states in India. Summer season in India is also something which boosts the
Apart from these we have incorporated a wonderful article on the importance of boosting employee morale in an organisation. Employees are the biggest contributors to an organisation. If their morale is high, the result will be re ected in the growth of the organisation. The article shows insights and tips to boost the morale of employees for the successful running of an organisation.
Internet of Things (IoT) is going to be the future of every electronic product. 
There is no doubt that a well-de ned and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. Branding strategy is therefore an important aspect to be looked upon seriously. It includes planning your medium of advertising considering the strength and weakness of your product. We believe our article on branding strategy will be an eye-opener for all those who consider different strategies while branding.
The city review of this issue covers Mysuru- Bengaluru highway and M G Road, Ernakulam. Both roads are prime spots of advertising for advertisers. The OOH possibilities of these places especially after the proposed widening of Mysuru- Bengaluru highway and completion of metro station roads in M G Road, Kochi are immense.
OOH possibilities are also widely explored by healthcare industry. An article dealing with the subject is also included in this issue. It seems all major healthcare providers are looking upon OOH as important as TV or Print Ads. Billboards are undoubtedly the best way to mark the presence of the brand.
With many more relevant articles, we wish our readers a wonderful read as always!

Lhe new beginning!
et us welcome the new year with more expectations and better prosperity. Arnon Media takes this opportunity to wish all our readers and well wishers a very thriving 2018!
The cover story of this edition deals with the new trends and the importance of branding in Shopping Malls. They have become the new age public spaces and now brands need to brand constructively to enhance their product potentiality and its availability. They have become the preferred venue for new product launches with celebrity presence and special shows. Ignoring shopping malls for branding will cause serious impact for brands in this competitive environment.
Adaptability has become one of the main features for any employee to sustain in the modern work culture. The article on adaptability clearly focuses on how adaptability plays a major role in organisation’s growth along with professional growth.
Article about bus branding in Bengaluru gives insights about how advertisers can tap the potentiality of branding in metro city. The fact that BMTC (Bangalore Metropolitan Transport Corporation) operates the highest number of Volvo buses by a public transport company in India and with the astonishing number of schedules and vehicles (on a single day around 6140 schedules with a  eet of 6410 vehicles) provides ample opportunity for advertisers to reach their target customers in the nook and corner of the city.
The way LED Signage Boards revolutionised the advertising industry is quite unbelievable. It has almost become the norm of the day for advertisers to opt for LED signage boards with
its many features like durability, customer-friendly features and weatherproof. A story in this regard  nds a place in this issue of Arnon Media.

Aarm greetings of the season!
ny product to establish in the market needs a sound branding strategy well supported by a reputed ad agency. Both outdoor and retail agency should accomplish the commitments of the advertiser. Any good branding campaign is a win-win situation for
both the agency and the advertiser. Only then the industry will sustain and prosper.
The Cover Story of this issue deals with the possibilities of transit / bus shelter advertising. The opportunities provided by bus shelter advertising
is enormous and yet pro table considering other forms of advertising. You can also learn about some innovative bus shelter advertising in India and the world in the article. Next time when you plan outdoor advertising, closely look out the option of bus shelter advertising provided you have the right target people and product.

The advertising and branding industry welcomes Diwali with a bang!
The festival of Diwali brings warmth and joyful moments in business and all sectors of life. It is a harvesting season for the media industry. As most companies make substantial sales volume during the festival season through media promotion and numerous offers to the public. We extend our greetings to all our readers and entrepreneurs on this auspicious occasion.  
This edition brings you another set of wonderful articles that help you understand what’s happening in the advertising and branding industry. The cover story deals with the leading FMCG (fast moving consumer goods) companies in India. In a market dominated by MNC's, Indian companies are also showing steady growth. These companies engage in heavy branding activities by various means.  From a festival of joy and victory, Diwali has turned into a huge event for big companies. Many believe that it is the best time for buying and gifting. Companies cash in this opportunity by announcing various offers and schemes including finance. 
A well-defined media plan is the necessity for any branding activity. The article on Media Planning helps to deal with this activity better with a well-defined strategy. Reaching targeted customers through various advertising modes, the duration for each promotion activities is the highlight of this article. It is a must read for every organisation or even entrepreneurs who are planning to do promotional/branding activities through different media. 
Digital marketing has become quite popular globally. Yet, we are not much adapted to this scenario. The article about digital marketing gives immense knowledge to promote your brands in this tech-savvy business profit and staff morale.

A look at the many layers of branding and advertising

We hope the first edition of Arnon Media has given you an insight on what one can expect through the magazine. The magazine is in its initial stages and your valuable comments, suggestions and insights on how the magazine can be made interesting for you are welcome. The focus in this edition is on branding strategies and there are a number of insightful articles that provide more information on the same.  As branding is one of the most integral aspects of any product or business, the cover story of this issue which focuses on branding strategies provides you with guidelines to promote your brand better. 
This month has brought with it a number of concerns regarding GST. With GST being introduced, it is expected that the advertising industry might be subjected to a higher service tax which could move up from 15% to 18%. This means that brands might end up paying a little more as part of the service tax.  In this day and age, evaluation is a key factor in improving oneself. The article on evaluation of marketing staff helps entrepreneurs understand that evaluation of staff performance is integral to the success of an organisation.  Onam, the harvest festival of Kerala is just a month away and most major brands are expected to spend a substantial amount of money on seasonal branding. The trend reveals that the home appliances sector can be expected to have a higher turnover when compared to the last season. Other articles for readers include the amazing story of Amazon’s Jeff Bezos who surpassed Bill Gates to become the richest man in the world, a look at how the epic film ‘Baahubali 2-The Conclusion’ had garnered a huge buzz even before its release thanks to its tie-up with several popular brands and also a look at sure-fire methods to promote content on online media. We hope you have a great time reading our second issue of ‘Arnon Media!
Happy Reading...

Welcome to the first edition of Arnon Media

Advertising and branding has grown into a vast network today and keeping that in mind, the

need for a media that provides relevant knowledge and information about branding solutions

was inevitable. Welcome to the first edition of Arnon Media, a magazine focused solely on

advertising and branding. The need of the hour is to grand productive knowledge on advertising

trends, the position of a brand in the market and strategies to boost the same. Brands have

become solely focused on the rat rate to gain the attention of the customers and to place their

products at a position that is higher than their competitors. The aim of Arnon Media is to give a

clear edge on effective branding and marketing methods and to give entrepreneurs an idea

about the current market trends. We hope our magazine provides readers an outlook on the

branding industry and the issues that they face.

January 2021

October 2020

March 2020

November - December 2019

October 2019

September 2019

August  2019

April - May 2019

February - March 2019

November - December 2018

August - September 2018

June - July 2018

April  - May 2018

February - March 2018

January 2018

December 2017

PROMOTING ENTREPRENEURS BY GIVING THE CURRENT
AFFAIRS RELATED TO ADVERTISEMENTS, MEDIA
PROMOTION AND MARKETING IN EFFECTIVE AND MORE
POTENTIAL WAY, THE MAGAZINE WILL HAVE CONTENTS
PROVIDING MOST ECONOMICAL WAY OF
ADVERTISEMENTS AND MEDIA PROMOTIONS TO REACH
THE END CUSTOMERS, THE MAGAZINE ALSO FOCUS ON
SUCCESSFUL ENTREPRENEURS AND PRODUCTS THEIR

SUCCESSFUL STORIES, THE MAGAZINE WILL BE
PUBLISHING INTERNATIONAL BRANDING
TECHNOLOGIES OF FAST MOVING CONSUMER GOODS
AND FAST MOVING CONSUMER DURABLES, HOW THEY
ARE PROMOTING A PRODUCT IN THE MOST COST
CONTROL WAY AND POSITIONING THEIR PRODUCTS
GLOBALLY THE MAGAZINE WILL ENHANCE MARKET
SURVEY AND RESEARCH BY PROFESSIONAL WAY ( BYINCORPORATING LEADING BUSINESS INSTITUTIONS)

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Arnon Media Marketing Branding and Advertisements Review - January 2021

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Magazine Description

In this issue