Print power: A medium that drives intimacy at scale

The print media represents trust and credibility in India and Carat’s Sujeet Behra explains why brands continue to leverage it for categories such as FMCG, automobiles, real estate and luxury goods.

This article is part of a Spotlight series on print media in India. Read more

There is a physicality to the newspaper which no other medium can offer. Hence, innovations in formats, value-adds, technology injections and multi-sensorial communication are all possible for an advertiser who wants to make an impact on the consumer.

The world has always been quick to deliver a premature verdict on the fate of print, proclaiming that “print media is going to die soon”. Unlike the US, EU and the majority of APAC countries, the verdict almost inevitably does not age well...

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