As digital fatigue sets in, print media is making an unprecedented comeback in India, driven by its unmatched credibility, engagement, and lasting impact. While global print ad revenues decline, India tells a different tale and defies that trend, with advertising spends projected to reach USD 22,000 crore by 2025, commanding a significant share of marketing budgets.

With this revival, marketers too are rediscovering print potential to foster trust, especially in sectors where credibility is paramount. Virat Khullar, head of marketing, Hyundai Motor India, underscores print’s 'stickiness' in consumer minds, boosting brand recall and engagement. Similarly, Ashwin Sheth Group’s Bhavik Bhandari highlights print’s effectiveness in driving real estate inquiries and footfalls, noting that premium placements create stronger brand associations.

For brands targeting regional markets, vernacular publications continue to deliver deeper engagement. Meanwhile, Gen Z’s growing affinity for previewing it as an escape from doomscrolling adds a new dimension to its resurgence. As Atlys’ marketing head, Santosh Hegde pointed out, “The best print ads aren’t just ads; they’re artefacts of wit, design, and storytelling that Gen Z wants to discover and share.”

Beyond trust, print’s synergy with digital is proving invaluable. QR codes bridge the gap, driving measurable results, while well-executed print ads spark online discussions. “A disruptive print campaign can generate 8x the digital reach of the publication it appears in,” noted Hegde.

Ultimately, print’s enduring power lies in its permanence. In an era of misinformation, where digital content can be edited or erased, ink on paper remains unchangeable a promise brands must stand by. As marketers recalibrate their media mix, print is no longer an afterthought but a vital player in a holistic strategy.

Read the full story with insights on why marketers should allocate more budgets to the medium in our April issue. Buy the copy here.