In an era of digital overload, Srinivasan B, Managing Director of Vikatan Group, reflects on why print is quietly and powerfully, making its way back into the marketing spotlight. From immersive storytelling to regional relevance, he shares how Vikatan is blending innovation with tradition to create lasting brand impact.
Why do you think brands are rediscovering the value of print, especially in a digitally saturated environment? What makes print a compelling choice today?
In a media landscape dominated by digital, it would be easy to assume that print has quietly taken a back seat. Yet, what we’re witnessing is a powerful counter current: a resurgence of print as a premium, persuasive advertising medium. This revival isn’t sentimental—it’s strategic.
Today’s audiences are bombarded with content. Attention spans are shorter, and digital fatigue is real. That’s exactly where print finds its strength. A printed page offers what screens can’t: intentionality. It slows the pace, focuses the mind, and creates space for deeper engagement. When someone opens a magazine or newspaper, they aren’t just skimming—they’re immersing themselves in a thoughtfully curated experience.
At Vikatan, we’ve always believed in the value of that experience. Even as we’ve expanded our digital ecosystem most recently with ’Play’ in our app, our foray into audio, we’ve continued to invest in print with equal conviction. For us, it’s not a question of old versus new. Print is not legacy; it’s luxury. It remains one of the few media formats where context, creativity, and credibility converge.
Over the past year, have you seen a significant uptick in advertiser interest across categories? Which sectors are leading this renewed momentum in print, and are there any surprising new entrants?
From BFSI, education, FMCG, healthcare, retail to even D2C, brands are returning to print with renewed interest. Their goals are clear: deeper market penetration, brand recall, and context-driven storytelling. Surprisingly, we’re also seeing startups and tech-first brands explore print as a credibility enhancer, especially in regional editions. This shift is backed by industry data too—overall print ad volumes have grown steadily over the past two years, and Vikatan’s own year-on-year print revenue has shown significant shift in numbers, led by festive campaigns and regional innovations.
What kind of innovations are you seeing in the way brands are leveraging print today, both in terms of creative formats and messaging? Are tech integrations like QR codes or regional storytelling becoming more common?
Print today is far from static. Innovations are driving both format and function. From gatefolds and multi-sensory paper finishes to editorial-style storytelling, brands are going beyond conventional ad space. QR code integration, for example, has become increasingly common—not as a gimmick, but as a bridge to richer digital experiences. Our partnership with Pepsodent is a great example. We ran a 30-part cartoon series featuring two characters, one skeptical, the other, “PEP Boy,” always ready with a smart, positive retort and a hygiene tip. The campaign didn’t just stay on paper—we invited readers to name the characters and submit their own dialogue scripts. It was creative, community-driven, and long-lasting in reader recall. Similarly, Aval Vikatan partnered with Apollo Cancer Centres on a special edition focused on breast cancer awareness. We included a tactile guide to self-examination, integrated QR codes for doctor videos and risk assessments, and made an emotional health message interactive and actionable—blending utility with empathy.
How are regional editions or language dailies contributing to the growth story of print? Are advertisers increasingly looking at hyperlocal reach?
Regional editions are playing a pivotal role in this resurgence. At Vikatan, our Tamil-language publications command deeply loyal readerships, making them perfect vehicles for hyperlocal storytelling. Advertisers increasingly recognize the power of reaching readers in their own language and cultural context—especially during festivals, local events, or region-specific milestones. Hyperlocal is no longer a niche; it’s a necessity.
Do you believe this is a short-term resurgence or the start of a more sustained revival for print advertising? What are you doing at your publication to stay relevant and innovative for advertisers?
Why is print making such a comeback? Because it offers what digital doesn’t: trust, depth, and presence. In an era of swipe culture, print invites pause. It is seen as more credible, more premium, and often more emotionally resonant. For many brands, particularly those building long-term value, that’s a powerful differentiator. We don’t see this as a short-term resurgence—it’s a foundational shift in how brands build multi-platform narratives. At Vikatan, we’re investing in that future. From native integrations and interactive formats to smart regional segmentation and cross-media campaigns, we are continuously evolving how we serve advertisers.
Importantly, print no longer stands in opposition to digital. It complements it. Smart campaigns today use print to anchor a narrative and digital to amplify it. One delivers depth; the other, reach. Together, they build a more holistic brand story. And perhaps, beyond the strategy, there’s something more human at play. In the rush of hyperconnectivity, people are beginning to crave moments to pause. Life, it seems, has come full circle. Print offers that pause. It invites readers to lean in—not scroll past. For brands, that’s an opportunity not just to be noticed, but to be remembered.
As recent industry reports suggest, this isn’t an isolated trend. Print advertising in India is growing steadily—both in volume and in relevance. We’re not just seeing it reflected in numbers; we’re experiencing it firsthand. Print isn't yesterday’s medium—it’s tomorrow’s advantage. For brands looking to connect with depth, build trust, and create lasting impact, print remains not only relevant—but essential.”
