Raahil Chopra
Aug 31, 2012

Printweek India Conclave: "Print is liquid," says Josy Paul

Josy Paul, chairman and national creative director, BBDO India, talks about brands and campaigns in India that used print

Printweek India Conclave:

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.

Source:
Campaign India

Related Articles

Just Published

1 day ago

M&E industry in India grew by 8.9 percent in 2019: ...

Grew at a rate higher than the advertising industry (5.3 per cent) and GDP (7.8 per cent)

2 days ago

Weekend Wrap: 27 March

In the news: Bajaj Group, Meltwater, Parle G, Socialpanga

2 days ago

IPG withdraws 2020 financial target amid coronavirus...

"Visibility into marketing and media spend is extremely challenging" says CEO Michael Roth.

2 days ago

Weekend Laugh: Producer's Diary by Dalbir Singh

The co-founder of Kiss Films presents his weekly sketches for Campaign India