In his session at the inaugural Printweek India conclave, Josy Paul, chairman and national creative director, BBDO India, explained how print can be compared to a liquid, as it can be bent, or can take the shape of one's own imagination.
He supported his statement with images of Benetton's 'Unhate' print campaign which won a Grand Prix at Cannes this year before holding up The Times of India dated 16 April 2000.
This was Indya.com's front page advertisement - the first instance of The Times of India hosting a full page ad. The front page ad lead to copy on the last page which read, "India changes its name to Indya.com".
"This front page advertisement was the first time The Times of India, allowed a full front page ad. Ads have followed Indya.com's advertisement, but none have been as powerful,” said Paul.
He then moved from Indya.com in 2000 to 2012 and BlackBerry. He explained the emphasis of the word ‘action’ in the campaign and how the word lacked a symbol before this campaign.
He then showcased a bold campaign for White Collar Hippies, which made the brand famous. “This is where we used the internet in print,” said Paul.
He also gave examples of print campaigns for GE and Aviva’s book wall.