The Media Expo 2024, in its 53rd edition, stands as India’s largest branding exhibition, hosted by Messe Frankfurt India at Pragati Maidan, New Delhi. This event marks a significant achievement in the chronicle of India’s leading showcase for advertising, branding, and signage solutions. Running from September 12th to 14th, the three-day affair brings together the industry’s most inventive minds to present the newest trends, technologies, and products.
Evolving rapidly, the Indian advertising, signage, and branding market is showing signs of growth. Today, the print and traditional mediums of advertising are still very much relevant to reaching the target audience through ads. This is an industry that depends on chemicals, inks, paper, and a wide variety of materials for indoor-outdoor advertising and display solutions which will continue to exist in the long run. On the other hand, Digital solutions for OOH and advertising have been picking up given the convenience and the reduced impact on the environment. At the same time, Digital OOHs also require proper maintenance, and management of electronic waste and raise concern for energy conservation while also generating light pollution.
At Media Expo New Delhi 2024, the participating brands in digital as well as print solutions showcased large format printing machinery, printing materials, inks, tech devices, digital display solutions, and such advancements that in some or the other way contribute towards sustainability. Furthermore, initiatives by the Indian government such as Make in India and Aatmanirbhar Bharat, coupled with establishing India as a global manufacturing hub, have motivated industry players to innovate and provide solutions on a global scale.
This year’s edition is particularly noteworthy for its focus on sustainability and digital advancements. With decades of history, the expo has consistently been at the forefront of the industry, providing a platform for impactful buyer-seller interactions and networking opportunities.
The event attempts to bring together B2B professionals, such as business owners, advertising agencies, graphic designers, brand managers, and other key decision-makers, all eager to explore cutting-edge solutions that will shape the future of advertising, branding, and signage.
Most importantly, the expo focused on sustainability in the industry. An eco-friendly knowledge session discussed ideas and best practices for the advertising industry.
The panelists present in the panel discussion titled “Sustainability in the Printing Ecosystem” were:
Mr. Tonny Miller, Executive Officer-Roland DG,
Mr. Adam Bratter, Senior Vice President, Arlon Graphics LLC,
Mr. Yuvraj Agarwal Chief Strategy Officer Laqshya Media Group
Mr. Nitin Mittal- South Asia Head -Graphics Division Avery Dennison India Pvt Ltd
And Mr. Ashutosh Jha Head of North India-Rapport WW.
Innovation is a key area where we are constantly seeking new developments, particularly those that can secure grants and enhance our reach. However, it’s crucial to recognize that sustainability should be a core principle we return to the environment. Despite discussions on sustainability, it is often not taken seriously in how brands are presented to the public. There is a prevalent disregard for sustainable products, which is a negative contradiction.
The panelists aimed to highlight the strides taken on this matter and the future objectives to realize sustainability within the advertising and signage industry.
Mr. Yuvraj Agarwal, Chief Strategy Officer at Laqshya Media Group, believes that it’s important to note the current focus on energy efficiency and innovation in the digital out-of-home (DOOH) sector. In the Indian market, digital has grown from 2-3% to around 9% today. The outdoor industry is worth more than reported, possibly closer to 7000 crores. DOOH currently represents 9% of the market, with traditional advertising holding the remaining 91%. Looking ahead, digital could make up about 20% of the market in the next decade, reducing traditional advertising’s share to 75-70%. Additionally, clients are realizing that digital advertising may not always be as effective as desired, prompting a shift towards proximity-based solutions in cities like Mumbai and Delhi. Many clients are showing a preference for non-digital, large-format media to make a more substantial impact. The impact of outdoor media is notable for its large display sizes. Furthermore, static print media is gaining favor for its higher recall value, attributed to increased engagement and more controlled advertising exposure.
Media Expo New Delhi 2024 is a hub of creativity and technological advancements, with participants eager to discover the latest offerings in signage, digital printing, indoor and outdoor advertising, and much more.
The expo also offered a series of expert-led sessions, providing insights into the industry’s direction and the challenges it faces. These talks are a source of inspiration and learning for attendees, equipping them with knowledge to navigate the ever-changing landscape of advertising and signage.
Media Expo 2024 is more than just an exhibition; it’s a beacon for the future of advertising and signage, illuminating the path for those who seek to lead and innovate in this dynamic field.
