Brands bat for innovative print advertising

{ EYE ON THE PIE

- Shuchi Bansal

Last Sunday, the pharmaceutical firm Mankind, splashed the ad for its condom brand Manforce on the front page of newspapers with the line “Smell this ad to enjoy the scent of love” with readers getting whiffs of fragrance from their daily. Earlier, Samsung promoted its mobile phone Galaxy $25 Ultra in newspaper ads with a QR code enabling readers to scan and experience the AI-powered product. Recently, two other buzzy print ads by Instamart and Flipkart Minutes used special inks - one which changed colour under sunlight and another which was water-activated.

The recent spate of print media ads has been innovative, interactive and engaging, thanks to increased availability and affordability of technology, said Mona Jain, media specialist and chief growth officer at research firm Brandpulse Global. “Newspapers have reach and relevance. They are physical products that can be felt and new tech is adding interactivity to an otherwise passive medium,” she said.

Print’s reach may be declining, but it offers trust, tangibility, and deep engagement, said Lalatendu Das, CEO, Publicis Media, South Asia. Print ads continue to evolve. “By blending sensory appeal with storytelling, brands are finding fresh ways to connect with audiences through a traditionally static medium,” Das said.