Huhtamaki PPL leverages digital technology

Meenakshi Sapru, head - Sales, Digital Printing at HPPL. Photo PSA

Bombay-headquartered Huhtamaki Newspaper Products Limited (HPPL), the Indian subsidiary of Finnish packaging major Huhtamaki Oyj, has had a very successful feel with digital printing technology due to which information technology has been able to execute numerous loftier-quality campaigns since it commissioned India's first HP Indigo 20000 printing more than than a twelvemonth agone, Meenakshi Sapru, head – Sales, Digital Press at HPPL said during the IFCA briefing held in Mumbai tardily-October.

The highlight for the company was Coca-Cola's 'Share a Coke' entrada that HPPL executed after commissioning the press in April last twelvemonth. In keeping with the campaign's principal idea 'Har Rishta Bola, Mere Naam Ki Coca-Cola,' HPPL printed labels for Coke cans and bottles with special relationships printed on them, including Bae, Bro, Dude, BFF, Dad, Mom, Girl, etc. Each of these relationships came with a descriptor.

Co-ordinate to Sapru, the entire 'Share a Coke' entrada took six months from ideation to execution and HPPL printed and supplied 130 meg labels with two,436 designs. The scale of the projection was such that Coke ran the campaign in 12 different languages, 32 relationships and v descriptors. At that place were almost 3000 different artworks and many dissimilar SKUs.

Some other of import campaigns that HPPL has executed using the digital technology include Arham Hygienics hand sanitizer sachet, which was a new production launch and required only pocket-size quantities for a very modest sachet size. "The campaign was unviable to execute through the conventional process and the digital printing capability helped HPPL in calculation this customer," Sapru said.

HPPL besides executed a projection of printing idli batter pouches for Aananda Foods, which required 4,000 pouches every calendar month. HPPL successfully supplied digitally printed pouches to speed up time to market, Sapru said.

Another project that HPPL executed successfully was for Percept Brands, which required ultra pop stand up-upwardly pouches for a new product to test its product before official launch. HPPL successfully supplied pouches in three designs and got the commercial lodge in bigger quantity, which was then candy in gravure.

HPPL as well handled a campaign for Albea for their tube laminates and printed on standard PBL laminate with multiple variants in short quantities.

Growing role of digital engineering in Indian packaging

Just like the global market, Indian packaging market also is undergoing a change driven by changing consumer needs. Sapru believes that the product life cycle is shrinking and majority of consumer buying happens unplanned. In this kind of surround, digital printing has a large office to play as a make can execute time-bound campaigns, get for exam marketing, launch limited edition products and offer greater personalization.

All of this points out to the fact that digital technology has a bigger role to play non only at HPPL but as well in the wider Indian packaging manufacture.

"We see a lot of opportunity in the market, which tin can exist dealt with digital printing technology," she concluded.

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