Bold Print: Are copy-led ads seeing a renaissance?

Print ads have always been seen as traditional, but lately, this time-honoured medium has innovatively been trying to keep up with the changing times. Crisp copies and pleasing designs are being armed with microsite links to QR codes these days while preserving the credibility and creativity that print medium has been known for.

This fiscal year, ad income from the print media sector is anticipated to rise by 13-15% to Rs 30,000 crore. As per CRISIL Ratings' study of print media businesses, the sector is likely to rake in the moolah due to increased corporate ad expenditure in key industries and government spending in the light of approaching state and national elections.

Despite its limitations, print ad copies have managed to create chatter even in the age when digital and TV ads reign supreme. A prime example of this is Make My Trip's copy-centric print ad that took potshots at the Pakistani cricket team ahead of the India vs Pakistan World Cup Match. While it was flayed for being tactless and boorish, many came in support of the creativity and even lauded it for heralding the return of good copy-led ads.

With festive fervour in full swing bolstered by the World Cup fever, we've been seeing many exceptional print ads in recent times. It's almost as if the medium is seeing a renaissance.

The changing faces of print

e4m spoke to industry insiders to understand this sudden rise of copy-led print ads.

Rajdeepak Das, CEO and Chief Creative Officer of Leo Burnett, South Asia. Chairman, of Creative Council, Publicis Groupe, South Asia, attributed it to notion of "Ideas" taking centre stage.

“Ideas have become bigger. It is the idea that plays out," Das noted.

Mukund Olety, CCO of VMLY&R, believes that print ads are not just print ads anymore. The medium has evolved. "It is almost a trigger for some other experience. It is now designed to be a conversation starter for the audience. People have started looking at the medium in a different way. The sudden rise is because of the changing use of the medium. People have also realized the value of the front page ad, there is no greater medium to touch the masses and make them actually take action.”

According to Sarvesh Raikar, Regional Creative Officer, Lowe Lintas, the art of writing an interesting copy is making a comeback with print becoming a strong ad vehicle again. He said, “People are using print with promos and experiences and entertainment hidden in them. The use of QR codes, AR, and AI is helping ads do more. Rather than just informing, they act like getaways to branded entertainment or experiences. Also, the wit and the sheer craft of writing is slowly staging a comeback. You see proof of it sometimes in the static posts or topical posts that go viral.”

Rising through limitations

Many great copies have been written despite constraints of newspaper space and design that cannot be foreseen. Copies have to be crisp and the design attractive lest the bored reader flips the page.

Raikar said, “Print is a very difficult medium to crack – if the headline or visual doesn’t get you immediately – it’s a lost opportunity. And in festive times there is so much sameness with respect to sale ads going on; unless you are disruptive, it is very difficult to make a mark.”

That being said, print also has some unique strengths that give it an edge over other forms of advertising. According to PG Aditya, CCO at Talented, print ads stand for gravitas, credibility and commitment. "You're able to inspire when you choose to publish a message in print versus a more transient medium like social. Imagine this like releasing a film in theatres versus a straight-up OTT release. The effect on the audience is the same - a film with a fabulous theatre run gets increased attention when it is released online. And like the big tech platforms, newspapers are innovating incredible media solutions for their advertisers to stand out & invest in a campaign's online PR cycle.”

“Striking the perfect balance between old school craft and new and emerging tech. And architecting the best media strategy to make it travel online, too”, noted Vikash Chemjong, CCO, Cheil India.