Is wall painting relevant in current OOH scenario?
By Bhawana Anand - April 15, 2019
It emerges that a new version of wall painting offers more quality, longevity and multiple application possibilities
In the age of DOOH, how relevant is wall painting to the overall OOH industry? This is a question that emerges particular in light of this year’s election promotion happening on the walls of West Bengal. The oldest form of outdoor promotion seems to be catching up amidst new-age fast-moving high-tech formats - whether it was by Star Gold Select HD promoting Mughal-E-Azam, or the recently done Fox Star Studios’ Alita Battle Angel movie promotion. In both these cases, highways and rural parts of the country were dominated by this format with new and creative elements.
It is indeed interesting to see that with the evolving OOH industry, the conventional wall painting has also taken a fresh avatar with digital wall painting. Can Image Media Tech company for example holds the patent rights for this technology in India and more than 15 international countries. “We came up with this technology in the year of 2013 with an aim to provide a new outdoor branding and advertising technique which is eco-friendly, attractive, cost-effective and long lasting unlike PVC. Moreover, today there is a huge requirement for different technologies which can replace the use of plastic,” shares Dayaram Mahajan, Partner, Can Image Media Tech who innovated this technology.
Digital Wall Printing is a new age printing executed with water activate material technology on CCK liner which can be painted on a variety of surface with water spray. “This is the foremost painting technology which can be done even on the rough surface and other materials like metal, glass, wood, and clay. While conventional wall painting is basically done only on plain surface, we have been doing this on shutters, stadiums, rails, buses and etc,.” explains Mahajan.
Currently, the FMCG category mostly uses this new age wall painting format for their promotions along with the Government which promotes several schemes through this. “We are working with HUL, Patanjali, LIC, Bajaj and various other clients,” shares Mahajan.
Currently this format is being majorly used by brands to tap the interior markets where the advertising format options are less. However, as Mahajan says, it is not restricted to interiors because of its multiple application possibilities.
Another advantage with this advertising is that it is economical in nature as it doesn’t require any frame and complex technology to print.
“While Digital Wall Painting isn’t a complete solution for PVC, the company however is experimenting to launch more eco-friendly materials which can be a substitute to PVC,” says Mahajan.