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Dear Readers, Welcome to the 16th issue of The Holography Times. We all are aware that branding and packaging are important components of marketing. While branding differentiates a companys product from their competition, packaging is a marketing tool used to reect the brand. With thousands of product launches every year, an innovative use of packaging can enhance the brand appeal as well as sell the product it contains. This issue brings our cover story on Holographic packaging, which will help you in revaluating your approach towards how holographic packaging can augment brand appeal and protect brand equity. Apart from this, the issue also covers tender updates, latest patents, news briefs from the industry, along with book reviews and much more. We hope you would like this issue as much as you have liked the former ones. Our only aim is to provide you an update on the industry trends to enable you be more informed and use the information provided as and when required. Since 2011 is nally coming to an end, we look forward to year 2012 with great hopes and take this opportunity to wish all our editorial board members, advertisers, advisers and above all, our readers a very happy and successful New Year ahead. Do send us your feedback / critics at info@homai.org. With Regards, C S Jeena
In this issue
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Holographic Packaging
Enhancing brand appeal and protecting brand equity
Interview
Shobhit Arora, Giriraj Foils
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Book Review Counterfeit Seizure Report Tender Updates Global Patents Upcoming Events
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Ian Lancaster
an Lancaster of Reconnaissance International has won the Brian Monaghan Award for Business Innovation at the International Hologram Manufacturers Associations (IHMA) Excellence in Holography Awards 2011, in recognition of his outstanding contribution to the industry over the past 30 years. The award is named for Brian Monaghan, an innovative and enterprising entrepreneur in holography who died tragically young, and goes to the person selected by the Board of the IHMA as an individual who has followed the tradition of business innovation established by Brian Monaghan. Adam Scheer, IHMA Chairman, presented the award at HolopackHolo-print, The Holography Conference, in Las Vegas, Nevada in November. He said: Since the early 1980s, Ian has worn many hats holographer, executive director of the Museum of Holography, leader of conferences, publisher of industry newsletters, consultant and a leader on international standards bodies and more. In every role, he has touched every stakeholder in the hologram industry as one of its leading innovators, advocates and thought leaders. The global hologram industry we know today would not enjoy its recognition, prestige and trust without the tireless work and creative vision of Ian Lancaster. Ian Lancaster founded Third Dimension Ltd in 1981, to make decorative holograms before joining the Museum of Holography in New York as executive director. He then became the editor of Holography News and director of the Holo-packHolo-print conference. He has served as General Secretary of the IHMA since its inception.
Source: www.ihma.org
Best Origination
Winner Optaglio for Globe lower Commended Hologram Industries for Demetalised Alphagram Stripe on Brasils New 100 Reais Banknote
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production since they do not require any chemical processes or thermal treatment to go through. Bayfol HX based holograms can be portraits, company logos or even stereograms. The material ensures that the colour of the portrait does not change irrespective of the angle it is viewed from hence the rainbow effect as we see in conventional holographic material is completely avoided. Unlike the conventional holographic materials, the Bayfol HX requires no metallic background and virtually any background can be utilized.
Bayer MaterialScience distributes Bayfol HX for security related applications and to select hologram manufacturers with specialized knowledge. It caters to the automotive, electronics and electrical, construction, sports and leisure industries and had 30 productions centres and employ close to 14700 staff worldwide. Bayer Material Science has a turnover of 10.2 billion and is considered to be one of the worlds premier polymer manufacturing companies.
Source: www.bayermaterialscience.com
e La Rue Holographics has secured its biggest ever single order for Visa dove security holograms. The irst shipment from a total of 20 million units has already been dispatched to the Far East, with the remainder to follow over the coming months. The holograms, which are supplied in reels ready to be hot stamped on to Visa branded inancial transaction cards, depict the iconic three dimensional Visa dove symbol which appears to move as the hologram is tilted. De La Rue has been an accredited supplier since the mid 1990s. This latest order reinforces De La Rues position as one of the leading suppliers of holographic products to the inancial card market. As Ruth Euling, De La Rue Holographics Managing Director
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points out, De La Rue believes in the opportunity for expansion in its secure hologram business, as evidenced by this signi icant order for Visa dove holograms. With over 200 clients across four market sectors we have a very solid platform for growth. Our proposed site relocation plan, which would see hologram manufacturing move from our current facility in Basingstoke in the UK to another of De La Rues British sites in Westhoughton, near Bolton within the next 1218 months, will allow us to better utilise current resources across the De La Rue group, as well as improve and invest in plant and operations for the future. Alongside our plans to improve capability, productivity and ef iciency, we will continue to work with our customers to keep our holograms at the leading edge of security.
Source: www.delarue.com
Kavach, a division of PRS Permacel Private Limited, based in Mumbai, India won the IHMA commendation awards 2011 for best applied security product. The company received the award for one of its solutions provided to West Bengal State Electricity Board meter seal. The awards function was held in Las Vegas, New York at the Annual Event Holopack-Holoprint 2011. Source: www.prs-permacel.com
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Holographic and 3D anatomical displays will allow medical professionals to better visualize human physiology during training. The project also will evaluate using light detection and ranging technology for use in medical training during tactical ield evaluations.
Source: www.bizjournals.com
he stamping foil manufacturer Kurz presented the premiere edition of its Presentation design and art box at this years Luxepack. The company plans to produce a new edition of the Presentation box on an annual basis, and to dedicate each one to a speci ic theme. The irst edition, titled Metropolis, deals thematically with various metropolises around the world. The Metropolis box contains six individual smaller boxes, each representing
a speci ic metropolis. The packaging of each box has been designed in such a way as to symbolize the characteristics and distinguishing qualities of the corresponding city, thereby highlighting the wide variety of ways in which hot stamping and cold foiling can be used to convey messages. The boxes demonstrate how warm or cool metallic tones, glittery holographic structures, lavish structured stampings or sumptuous reliefs can
be employed to capture the atmosphere of a city. Invitation to collectors The packaging design adorns ive sides of each box, but does not extend to the sixth side. Instead, this side of each box presents a portion of an artistic image so that, when all boxes have been arranged correctly, a complete picture is formed. The creator of this artwork, which has been produced using stamping foils, is Michael Matthaeus Martha, an artist in Frth where the headquarters of the KURZ Group is located. Marthas picture depicts an artistic interpretation of the metropolis theme, which is explained in an accompanying lea let. Kurz is offering this work to its customers as a genuine collectors item. It is the irst item in a planned collection of artworks, all of which will be decorated with hot stamping or cold foils and assembled from individual packaging items.
Source: www.kurz.de
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Interview
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Cover Story
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Cover Story
Holographic Packaging
Enhancing brand appeal and protecting brand equity
Product packaging plays an important role in product protection as well a key marketing role in developing on shelf appeal, providing product information and establishing brand image and awareness. With nearly thousands of products introduced every year, selection of a right technology is a big challenge both for packaging experts and product manufacturers. Further, in time of global market conditions, brand owners are also facing the problem of tampering and counterfeiting. Here, we examine how holographic packaging playing an important role in brand enhancement and brand equity protection.
Cadbury used it and resulted in increased sales of 25% to one of its confectionary bar.
Introduction: Hologram has evolved from security to packaging since GlaxoSmithKline used it in 1989. In 1990s period many companies follow up the Glaxo example and started using holographic lexible packaging for product launches and promotions. Cadbury used it and resulted in increased sales of 25% to one of its confectionary bar. The most signi icant development was the adoption of holography by Colgate Palmolive for most of its dental care range throughout the world as a long term feature, following the outstanding success of holographic ilm on two cartons of its toothpaste in Europe. Although Colgate followed SmithKline in it use of holography for its carton, Colgate seized the initiative to use holography in co-ordinated manner across the world of its dental care range globally. With the progress of time, holographic ilms and foils feature in a variety of packaging constructions and are used for
a huge range of products from low value fast moving consumer goods (FMCG) such as snack foods and confectionary products to premium priced products such as spirits and perfumes. What is holographic packaging? In general terms, the uses of holographic materials, foils or ilms in packaging can be termed as holographic packaging. The holographic solution includes; Holographic hot stamp foils Laminating ilms Holographic selective cold transfer ilm Holographic transfer ilm total cold
These all solutions can be used in lexible, rigid packaging and decorative labels. Further, overt and covert security features can also be combined in these solutions and if designed appropriately can be used to protect the product packaging from counterfeiting as well increasing brand appeal.
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Cover Story
YEAR
2011
2010 AIMCAL product competition award Category: Packaging healthcare, cosmetics and toilerties; marketing
2009 AIMCAL product competition award Category: Packaging healthcare, cosmetics and toilerties: marketing
2008 AIMCAL product competition award Category: Packaging healthcare, cosmetics and toilerties: marketing
SOLUTIONS
WON BY
Hazen Paper Company and Curtis Packaging for Coty Inc. Beyonc Pulse
Hazen paper Gem-studded gift box for Elizabeth Taylor White Diamonds
Holographic packaging products entitled companies with various marketing awards in last 10 years
Uses by industry Today, holograms have entered into main stream of packaging and are now viewed by many of brand owners as a powerful toolcombining signi icant packaging enhancement with brand protection. With thousands of products introduced every year, brand owners have challenges To get the attention of customers to be successful in moving their product off the shelf To protect its products from ill effects of counterfeiting
Holographic packaging products entitled companies with various marketing awards in last 10 years (see side bar). Recently, holographic paper Hazen paper and box maker Curtis Packaging have collaborated on the design and production of the packaging of Cotys newer line of Beyonc Pulse fragrance launched in September 2011. The customer needs an eye catching product that can increase shelf appeal. The collaborator decided to product a result which not only is the hologram 3-dimensional in effect it is 3-Dimensional in fact. The result was that the hologram emanate from the focal point of the box behind the brand name inside the box and lash outward around all of panels side-to-side and top to bottom in an in inite continuum of lashing light. Holography protecting brand equity Indian consumer goods companies suffer huge annual due to look-alikeand counterfeit packaging. Hence, large corporate giants, especially in the FMCG and pharma sector, are increasingly
Holography Enhancing Brand Appeal The innovative use of holographic packaging has a proven track record of increasing sales by providing eye catching visual impact in the form of registered image holograms or wallpaper designed holography with a certain pattern, logo or trademark. In this era, where customers face the psychology of choice, holographic packaging help in getting the attention of the customers and moving the product off the shelf.
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Cover Story
YEAR
2006 AIMCAL product competition award Category: Packaging healthcare, cosmetics and toilerties: marketing
2004 AIMCAL product competition award Category: Packaging non food marketing
SOLUTIONS
WON BY
PT Pura Barutama and PT MBW Medicos for holographic cartons for Vitamin C + Kollagen outer package box
Unifoil Corp. Holographic Box for Power Distance Golf Balls from Nike
opting for special tamper-proof packages. Worldwide some of the most commonly counterfeit goods include nutracuticals, coffee, baby formulated, bottled water and medicines. Besides the losses the companies make in the domestic market, there is a huge international market to keep in mind as well. Some countries have compulsory requirement of tamper-proof packaging in all imports to the country, as one of the biggest motivations to introduce better packaging. Though various packaging solutions are now under consideration, the multiplefeature based designs are now driving industry, said Rajiv Dhar, Director, Indian Institute of Packaging (IIP), an autonomous body under the aegis of the Union ministry of commerce and industry. Take the instance of Indian pharmacompanies which are using holographic packaging for their tablet strips. Today, most
holograms are used as printed material in forms of small stickers or labels, and pasted to a corner of the package, or on the lid opening. But with holographic packaging, you can cover more of the packages surface with holograms making it harder to counterfeit. Conclusion: Holography is pushing the boundaries in areas of packaging and authentication. The technology is limited to imagination. Holograms and holographic effects have proved themselves successfully for packaging of branded products, foods, pharmaceuticals etc for many years. However, a combination of multiple layers of overt and covert security is always bene icial. As technology continues to develop, theres no reason why the hologram will not continue to evolve as packaging designers become ever more comfortable with it and continue to see the bene its unfold before their eyes.
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Case Study
Dixie Toga
Holographic Empty Packs
: : : :
Dixie Toga, Latin America 2010 Dixie Toga Holographic Empty Packs Casa Rex, Design Agency
The background to the campaign When a brand wants to sell its products, packaging is a way of making it better looking and more attractive to the clients. What happens though when a brand wants to sell a packaging? That was the problem of Dixie Toga a packaging brand which could now sell holographic shopping bags.To inform their clients about it, Dixie Toga appointed Casarex a design agency for the purpose. They created a series of empty packagings with amazing graphics and designs on them.
The challenge/trigger event Objective : To sell holography for packaging Challenge : To sell empty holographic packs.
The solution As the objective was to sell holography for packaging, it would be natural to expect to see holographic packs. But this posed a problem: there was nothing inside the packs and therefore, no theme or concept that could be explored from a design perspective. Faced with this scenario, instead of developing meaningless dummies posing as real products (a common technique used in the packaging industry), Casa Rex came up with an innovative concept and developed the Dixie Toga Empty Packs, turning the no content issue into the creative idea behind the execution. The designing company personalized phrases like Im empty or Theres absolutely nothing inside me to deliver relevant and fun content for each holographic pack design. To portray the different moods that holography can add to packaging, the agency identi ied and developed six sets, each one made out of the substrates that are suitable for holography.
The results The end result was a memorable collection of promotional tool for the company. The Empty Packs were Merit winners at the 2010 International Design Awards and received a nomination by Pentawards.
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Books / in brief
Pharmaceutical Anti-Counterfeiting
A book provides a strategy on combating drug counterfeiting, by C S Jeena
BOOK FACTS Pharmaceutical Anti-counterfeiting, combating the real danger from fake drugs by Mark Davison Wiley Publications; Pages 426, US $ 89.95
rug counterfeiting is not a new phenomenon for this industry. The book Pharmaceutical Counterfeiting by Mark Davison may not be the irst one to examine the menace of drug counterfeiting, but is the irst to provide a comprehensive guide on the currently available anti-counterfeiting technologies and the possible solutions to combat the problem. The author, Mark Davisonis himself a renowned pharmaceutical consultant and is currently the CEO of Blue Sphere Health Ltd. Davison has a great deal of industry experience in pharmaceutical as well as product security and hence has written this book after careful research and insight into the industry and its problems. It is very likely for the industry professionals to appreciate the authors ability on categorically addressing the issues like drug counterfeiting, current authentication and tacking technologies, future approaches and examples on drug counterfeiting from around the world. His discussions on future policy/ authentication technologies
hold a promise to be useful for policy makers and drug companies as he emphases on the need of integration of both digital and non-digital (physical and sensory) authentication methods for pharmaceutical companies. In the book he has also suggested the policy makers to think on focusing over health and patient protection rather than handling and de ining IP issues and legal de initions. The book also examines the micro and macro drives, government involvements, geographical and regional issues, and consumer behaviour along with practices in some other industries. However, it would have been even better if the author had highlighted some of industrys best practices adopted by various pharmaceutical companies besides giving a comparison of authentication technologies in terms of their strengths, weakness, usages etc. Perhaps a future edition on these pointers will do even well with the readers. For those determined to take an action against counterfeit pharmaceutical and healthcare products, will ind the book useful.
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Industry Updates
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Industry Updates
Tender updates
Domestic
Organisation
Assam University, Silchar, India Prohibition & Excise Department Bank Note Press, Dewas, India Dakshinanchal Vidyut Vitran Nigam Limited Director Industrial Safety and Health Indian Trade Promotion Organisation State Board of Technical Education Ministry of External Affairs, New Delhi Prohibition & Excise Department Directorate Supplies And Disposals AtalBihari Vajpayee Ian Institute Of Information Technology and Management Archaeology And Museums, Jaipur, Rajasthan Shri Warana Sahakari Dudh Utpadak Prakriya Sangh Ltd. Department of Geology and Mining
Month
Sep Sep Sep Sep Sep Sep Sep Sep Oct Oct Oct
State
Assam Andhra Pradesh Madhya Pradesh Uttar Pradesh Gujarat New Delhi Jharkhand New Delhi Uttar Pradesh Haryana Madhya Pradesh
Details
Security hologram Security hologram for Excise Adhesive Label Security hologram Supply of hologram meter seals Hologram Security Hologram Security printing marked sheets Security Features for the use in Personalization of Indian Visas. Security Hologram for excise adhesive label Security hologram for excise adhesive label Security hologram
International
Organisation
Trkiye Radyo Ve Televizyon Kurumu Genel Mdrlg Satinalma Dairesi Baskanligi Ministerio Da Educacao Sasseta Asamblea Nacional De Rectores - ANR State Institution Department of Education Of The City Of UST-Kamenogorsk Istanbul Byksehir Belediyesi Levazim Ve Ayniyat Mdrlg Istituto Poligra ico E Zecca Dello Stato Spa
Date
Sep
Country
Turkey
Details
Printing of banderole hologram
Hologram stickers Security hologram stickers. Security holograms Holographic Gift Bag
Nov Nov
Turkey Italy
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Industry Updates
Global Patents
Publication DD.MM.YYYY Title Int. Class Application Number Applicant
12.11.2011
B42D 15/10
09774638
OVD kinegram AG
10.11.2011
G02B 5/18
PCT/EP2011/057204
Hologram Industries
10.11.2011
Wo/2011/137941 -method for providing a watermarking wire mesh, watermarking wire mesh, apparatus for obtaining it and anti-counterfeiting document
D21F 1/44
PCT/EP2010/067998
Fedrigoni s.P.A
03.11.2011
G06K 7/10
PCT/CN2011/073344
02.11.2011
10703319
19.10.2011
2377687 -molded plastic material, method for manufacturing it, and tamper-evident articles made of said material
B41M 1/04
11162823
MINOVA Labels R L
13.10.2011
WO/2011/124641 -method and device for producing contact prints of volume re lection holograms
G03H 1/20
PCT/EP2011/055420
12.10.2011
B42D 15/10
09795764
GEMALTO OY
06.10.2011
G09F 3/03
PCT/CN2010/080105
05.10.2011
D21H 21/42
10159026
Using PATENTSCOPE you can search 8,163,633 patent documents including 1,969,606 published international patent applications (PCT). FOR MORE VISIT AT http://www.wipo.int/patentscope/search
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Industry Updates
Upcoming Events
10th Asian High Security Printing Conference Dec 7-9, 2011, New Delhi, India, Web: www.cross-conferences.com India Packaging Show 2011 Dec 7-10, 2011, New Delhi, India, Web: www.indiapackagingshow.com Optical Document Security Jan 18-20, 2012, San Francisco, California, Web: www.opticaldocumentsecurity.com Pharmapack Europe 2012 Feb 15-16, 2012, Paris, France, Web: www.canontradeshow.com Product Authentication + Security Summit Feb 29-Mar 2, 2012, Shanghai, China, Web: www.product-authentication. CeBIT Mar 6-10, 2012, Hannover, Germany, Web: www.cebit.de Cartes in Asia Mar 28-29, 2012, Hong Kong, Web: www.cartes-asia.com IP Protect Expo 2012: Brand Protection in Action Mar 28-29, 2012, London, United Kingdom, Web: www.ip-protectexpo.com The 9th Pan European High Security Printing Conference Mar 27-29, 2012, St Petersburg, Russia, Web: www.cross-conferences.com Pharmaceutical Anti-Counterfeiting April 24-25, 2012, London, United Kingdom, Web: www.appelconsulting.co.uk Security Document World 2012 May 21-23, 2012, London, United Kingdom, Web: www.securitydocumentworld.com DRUPA May 3-16, 2012, Dusseldorf, Germany, Web: www.drupa.com Latin American High Security Printing Conference June 12-14, 2012, Rio De Janerio, Brazil, Web: www.cross-conferences.com International Banknote Designers Conference Sep 2-5, 2012, Stockholm, Sweden, Web: www.banknotedesignersconference.com Security Printers Conference & Exhibition Oct 17-19, 2012, Bordeaux, France, Web: www.intergraf.eu Holopack Holoprint 2012 Nov 6-8, 2012, Moscow, Russia, Web: wwww.holopack-holoprint.com Global forum on Pharmaceutical Anti-Counterfeiting Nov 27-29, 2012, Washington DC, Web: www.pharma-anticounterfeiting.com Banknote 2012 Dec 10-13, 2012, Washington, USA For more details contact: www.ibd-association.com
About HoMAI The Hologram Manufacturers Association of India (HOMAI) is a non-pro it organization established in 1998 to represents and promotes the interest of hologram industry in India as well as to ight against counterfeiting.
The Holography Times is a quarterly newsletter published by HOMAI with an aim to provide latest developments, research, articles, patents and industry news to a wide audience related to Holography in Indian and World.
The editorial team welcomes your news, contributions and comments. Please send your product updates, press releases, conference announcements or other contributions to HoMAI:
21-Ground Floor, Devika Tower 6 Nehru Place, New Delhi 110019, India Telfax: +91 (11) 41617369 Email: info@homai.org, Website: www.homai.org
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Disclaimer: The data used here are from various published and electronically available primary and secondary sources. Despite due diligence the source data may contain occasional errors. In such instances, HoMAI would not be responsible for such errors.
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