Beyond clicks: Why print ads are thriving in the age of digital

In contrast to global trends, India’s print advertising has been exhibiting a resurgence. According to a TAM report, the ad space per publication grew by 5% in the first half of 2024 as compared to the previous year and by 11% per cent for the corresponding period in 2022.

While digital media continued to dominate the market with a robust 8% growth rate, the resurgence of print ads in India is slowly growing. It is expected to be the third largest in the world by 2028, growing at a 3% CAGR.

This revival is not merely a nostalgic nod to the past but due to strategic moves by agencies embracing a multi-channel advertising approach. By leveraging print’s ability to build trust and enhance brand recall, advertisers blend tradition with modernity, creating campaigns that resonate across diverse audience segments. The shift was evident during India’s recent festive season, where a print ad surge underscored its enduring appeal.

But what does this mean for the industry? Are brands and agencies moving towards a balanced advertising ecosystem where the tangible reliability of print complements the expansive reach of digital?

Campaign speaks to industry experts to decode this growing trend, exploring whether it signals a deeper realignment in how advertisers connect with today’s consumers.

Neville Shah, CCO, FCB Kinnect and FCB/SIX India:

The rise of one medium does not mean the death of another. The idea that print is fading away is far from true. Print still holds a special place, particularly in India, where it has long-standing trust and credibility.

At FCB Kinnect, we focus on communicating using the best approach, and not just media-out briefs. Our clients understand that great ideas should take priority. This leads to richer conversations and campaigns that span multiple media.

For instance, for Flipkart Minutes, we used creative packaging during Navratri, turning bag handles into dandiya (a traditional folk dance from Gujarat, performed during the Navratri festival) sticks, and for Diwali, we created glasses that when worn, transformed any light into a dazzling display. These campaigns succeeded without digital, showcasing the evolving power of print. When done right, print advertising can be super impactful.

However, agencies have to find ways to make the good old medium interactive. We cannot be only scanning a print ad.

That being said, you don’t need to cede ground on one particular medium. We go to meetings with an idea, not with a medium. We focus on what would be valuable for our idea to come alive. We are ideas-first, always, and I am super excited to see what is in store for 2025.

Priyanka Gupta, director of brands at GKB Opticals:

As a modern brand, we see digital media as an excellent tool to connect with a wider audience quickly and engagingly. Whether it is through online ads, social media posts, or digital campaigns, the interactive nature of digital media helps us capture attention and maintain interest.

However, we also understand the importance of print media, especially in smaller towns and local communities where newspapers are still a trusted source of information. Many readers remain loyal to newspapers and hope the tradition continues with future generations.

Print media plays a crucial role in reaching these audiences, where digital may not have the same impact. By incorporating features like QR codes in print ads, we can create a seamless bridge between print and online platforms, offering a more connected and interactive experience.

What is remarkable is how print media is evolving. From innovative, interactive ad designs to specialised projects like coffee table books and business-focused campaigns, print continues to find new and creative ways to stay relevant.

While our primary focus remains on digital strategies, we believe in leveraging print media thoughtfully, particularly for local outreach or creating unique, high-impact materials.

Vaibhav Mukim, creative director, SW Network:

Print advertising is making a strong comeback with some clear trends driving its relevance today. Its regional and hyperlocal focus stands out, as brands use vernacular content to connect deeply with local audiences.

One of the reasons for the continued prevalence of print is the clutter of content on digital media. A lot of advertising on digital lacks credibility due to this clutter (where sources are often unreliable and facts remain unchecked) while customers, in general, are reeling from an overdose of content.

In such a context, print advertising, though old-school, is a breath of fresh air. It adds value to customers’ lives with its credibility, and more recently, its flawless integration with digital media.

Another reason for print advertising’s usefulness is the localisation (or the regionalisation) of print communication, which allows brands to communicate their message to audiences in a language and cultural context they feel more comfortable with.

To integrate print into digital-dominated strategies, agencies and brands should view it as a complement rather than a competitor. Print’s strength lies in its credibility and tangibility, making it ideal for anchoring campaigns with messages that resonate deeply.

Suchana Sarkar, chief brand officer, Makani Creatives:

Print media in India continues to grow because it is deeply rooted in people’s daily lives. Many still read newspapers and want the next generation to do the same for a better understanding of the world.

Print is trusted more than digital, making people feel more connected. Even though digital is on the rise, print remains strong in smaller cities (tier-2 and tier-3), where it encourages brands to come up with fresh, localised campaigns. This allows them to reach a wider range of people from different cultures and languages, making their messages feel more personal.

The primary question with media strategy is finding out where the target audience is. Even if the print is on an incline, a brand may not have its target audience interacting with the print medium. In that case, whether the medium is trending or not is irrelevant from the brand’s perspective.

Brands come to us with their own goals, but combining print and digital works well. Print connects brands with local audiences, while digital can spread the word to a larger group. Brands are also getting creative—using print ideas to build social media campaigns that leave a lasting impact—with digital keeping the conversation alive.