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The Holography Times 
The Holography Times 
Endeavour to protect products and people December 2011 | Volume 5 | Issue 16 
a 
new design 
approach 
enhance brand appeal and equity... 
HoMAI quarterly newsletter 
www.homai.org 
www.homai.org 1
VISIONFOIL 104 H 
The Holography Times News Bytes 
The real thing 
The VISIONFOIL 104 Hologram from BOBST gives you and your customers 
the strategic advantage needed to win the war against product and 
brand piracy, delivering ultra precise application of every size and 
type of hologram currently in the market, plus many that are not yet 
commonplace. From banknotes to visas, and from tickets to packaging, 
the VISIONFOIL 104 H handles them all effortlessly. 
After all, it’s the real thing. 
2 www.homai.org 
B O B S T G R O U P . C O M
The Holography Times 
Viewpoint 
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 company’s product from their 
competition, packaging is a marketing tool used to 
refl ect 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 fi 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 
4 
News Bytes 
10 
Holographic Packaging 
Enhancing brand appeal and protecting brand equity 
Interview 8 
Shobhit Arora, Giriraj Foils 
Book Review 14 
Counterfeit Seizure Report 16 
Tender Updates 17 
Global Patents 18 
Upcoming Events 19 
www.homai.org 3
The Holography Times News Bytes 
IHMA awards 
recognizes industry 
leader 
Ian Lancaster 
Ian Lancaster of Reconnaissance International has won 
the ‘Brian Monaghan Award for Business Innovation’ at 
the International Hologram Manufacturers Association’s 
(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 
Holopack•Holo-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-pack•Holo-print® conference. He has served as 
General Secretary of the IHMA since its inception. ■ 
Source: www.ihma.org 
The other winner and 
commendations for 
2011 were; 
Innovation in Holographic 
Technology 
Winner 
Stensborg A/S for HoloPrint™ 
Commended 
Hologram Company Rako for Holo-inlay in 
Shrink sleeves 
Commended 
Optaglio for Achromatic hologram with Colour 
Shift Effect 
Best Origination 
Winner 
Optaglio for Globelower 
Commended 
Hologram Industries for Demetalised 
Alphagram Stripe on Brasil’s New 100 Reais 
Banknote 
Best Applied Security Product 
Winner 
Hologram Industries for DID Patch© on 
Philippines P500 and P1000 Banknote 
Commended 
InkSure Demax for Car Document 
Authentication for Bulgaria 
Commended 
Kavach Division of PRS Permacel for West 
Bengal State Electricity Board Meter Seal 
Best Applied Decorative Product 
Winner 
Hazen Paper Company, Curtis Packaging and 
Coty Inc. for Beyoncé ‘Pulse’ 
4 www.homai.org
The Holography Times News Bytes 
3D Holograms to become forgery proof 
identiiers 
Bayer Material Science has 
developed light sensitive 
ilms that are marketed under the 
Bayfol HX that has its applications 
in manufacturing ID cards that 
are forgery proofed. 
The technology involves 
photopolymer ilms such as 
the Bayfol HX wherein the 
holographic image is inscribed 
on it and upon exposure to laser 
beams is made visible thereby 
providing secure physical 
authentication. 
These photopolymer materials 
are cost-effective, ideal for mass 
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. 
De La Rue secured its biggest 
VISA hologram order 
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 world’s premier polymer 
manufacturing companies. ■ 
Source: www.bayermaterialscience.com 
PRS Permacel 
won IHMA 
commendation 
award 
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 
De 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 1990’s. 
This latest order reinforces De 
La Rue’s position as one of the 
leading suppliers of holographic 
products to the inancial card 
market. 
As Ruth Euling, De La Rue 
Holographics’ Managing Director 
points out, “De La Rue believes 
in the opportunity for expansion 
in its secure hologram business, 
as evidenced by this signiicant 
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 Rue’s 
British sites in Westhoughton, 
near Bolton within the next 12- 
18 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 
eficiency, we will continue to 
work with our customers to keep 
our holograms at the leading 
edge of security.” ■ 
Source: www.delarue.com 
www.homai.org 5
The Holography Times News Bytes 
Firm received $ 2.7 million to 
research hologram technology 
IVIR Inc., a Lakewood Ranch 
company specializing in 
medical education technology, 
says it has received a $2.7 million 
Department of Defense contract 
to research hologram technology. 
The one-year contract was 
awarded by U.S. Army Research, 
Development and Engineering 
Command and Army Research 
Laboratory in Orlando. Ivir is 
working with the University 
of Minnesota Medical School; 
Zebra Imaging, which produces 
3D digital holographic prints; 
and Bolt, Beranek and Newman, 
a division of defense contractor 
Raytheon. 
The project will investigate 
holographic and 3D imaging 
technologies and the possibility 
of integrating them into existing 
medical modeling and simulation 
systems, the company said. 
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 
Kurz new art in design box 
The stamping foil 
manufacturer Kurz 
presented the premiere edition 
of its “Presentation” design and 
art box at this year’s Luxepack. 
The company plans to produce a 
new edition of the Presentation 
box on an annual basis, and to 
dedicate each one to a speciic 
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 speciic 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 Fürth where the 
headquarters of the KURZ Group 
is located. Martha’s picture 
depicts an artistic interpretation 
of the metropolis theme, which 
is explained in an accompanying 
lealet. Kurz is offering this work 
to its customers as a genuine 
collector’s 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 
6 www.homai.org
The Holography Times News Bytes 
IAA appoints new Director General 
The IAA 
(International 
Authentication 
Association) 
announced the 
appointment 
of Susanne 
Hasselmann 
as their new 
Director General. David Howard, 
Chairman of IAA and Global 
Director, Product Protection, 
Johnson  Johnson said: ‘I 
am very pleased to announce 
the appointment of Susanne 
Hasselmann to the position 
of Director General of the 
IAA. Susanne brings immense 
industry experience and a 
unique background in brand 
protection to this role. The 
Board unanimously agreed that 
she would be able to grow IAA’s 
international role and enhance 
its voice within the global 
authentication community’. 
Susanne has been working in 
a leadership capacity in the 
authentication industry for over 
15 years. As Director for Business 
Development at De La Rue in the 
‘90s she headed the Microsoft’s 
COA (Certiicate of Authenticity) 
programme, one of the largest 
authentication programmes in 
the world. She co-founded Axess 
Technologies, a leading technical 
and strategic consultancy in brand 
protection and authentication. 
She has chaired the UK’s Anti- 
Counterfeiting Group’s (ACG) 
Brand Protection Group for many 
years and has contributed to 
numerous industry magazines, 
books and White Papers. 
Susanne’s focus over the next 
six months will be to review 
the current IAA strategy and to 
develop a renewed focus for 2012 
and beyond. ■ 
Source: www.ceepackaging.com 
BOBST launched ACCUCHECK 
BOBST, the world’s leading 
supplier of quality machinery 
and services to packaging 
manufacturers, has announced 
the launch of ACCUCHECK, the 
world’s irst built-in zero-fault 
quality control device for folding 
and gluing machines. The BOBST 
ACCUCHECK system enables 
manufacturers to drive quality, 
performance and productivity in 
packaging with complete control 
and 100 percent quality output. 
The latest in a line of over 350 
BOBST units worldwide which 
include built-in print quality 
control devices, ACCUCHECK will 
enable manufacturers to meet 
demands for rapid and faultless 
folding and gluing packaging 
production, checking the print 
on every single carton, in-line, 
during the last process before the 
boxes are packed and dispatched 
to the illing lines. 
Using a high deinition camera 
based on the Registron® quality 
control system, ACCUCHECK 
scans each carton as it enters the 
folder-gluer, comparing the real-time 
image against the reference 
image. ACCUCHECK has been 
designed for the extremely high 
rate of data low received from 
the camera during production, 
enabling it to interface perfectly 
with the host folder-gluer to 
ensure that any non-conforming 
carton is logged in the 
management system and ejected. 
ACCUCHECK is able to 
automatically detect a range of 
print and print-related defects 
such as hickeys and spots, 
physical defects of the carton such 
as scratches or rubs, inaccurate 
die-cutting and problems with 
the control of colour variation. 
Depending on the settings 
deined for the run, the defective 
carton can be allowed to continue, 
or automatically ejected, without 
affecting production. Whether 
ejected or not, defects are 
recorded for later analysis. ■ 
For more information, contact 
Raluca Dan, Communications 
Manager, Business Unit Sheet-Fed, at 
raluca.dan@bobstgroup.com 
Source: www.bobst.com 
www.homai.org 7
The Holography Times Interview 
Shobhit Arora, Giriraj Foils 
Giriraj Foils Pvt Ltd (GFPL) was incorporated in 1995 and has gradually risen to being one of the 
premier manufacturers of premium grade fi lms for holograms. In a decade of its emergence, GFPL 
has captured three fourth of the market share of the hologram Industry in India. Recently, they were 
exhibiting at the HolopackHoloprint 2011 conference at Las Vegas where THT team talked to the 
Managing Director of GFPL about the recent trends of security foil in industry and their plans for 
this market. 
Please guide us on the trends 
and application of security foil 
industry in India and in world. 
The market worldwide is 
changing very fast, apart from 
normal features in the ilm, trace 
 found technology, IT features 
for tracing, barcode reading , 
window metalizing and many 
such complex processes are being 
introduced within the ilms. Due 
to all these, making look-alike 
hologram made on such ilms is 
becoming dificult day by day. 
How do you see GFPL in this 
market? 
We at GFPL are upgrading the 
facilities so as to provide all such 
features within the ilm at a very 
economical price in comparison 
to the world leaders in this 
segment.We are investing heavily 
on upgrading our infrastructure 
so that we can move ahead in 
competition. 
Consistent quality plays an 
important role in this industry, 
what are you doing for it? 
Yes, this is one feature which 
plays the most important role 
in growth of our industry. 
“Consistency” in quality, services 
and communication plays vital 
role wherever you go around 
the globe.We at GFPL always try 
to do so by providing consistent 
quality to our customers.We 
always check / test our inward 
raw material so that we do not 
face any such problem due to 
inferior quality/variation in the 
batches. Recipes of the mutually 
agreed products are frozen 
and on every production cycle 
the same are rechecked and 
rigorously followed.Deviation in 
the production cycle is avoided 
and the same are cross-checked 
amongst the production staff.Our 
machines are upgraded regularly 
and we are procuring latest “High 
vacuum coating systems” from 
APPLIED MATERIALS so as to 
provide consistent metalizing. 
What are the new developments 
GFPL is doing for hologram / 
security printing industry? 
We are providing customised 
patterns as well as general 
patterns in selectiverelease 
category of ilm for holograms in 
aluminium metalization as well 
as Zinc sulphide metalized class. 
Apart from these Special colour 
ilms as well as multi colour 
patterns have been developed 
for providing more security with 
in the ilm itself so as to ensure 
that duplicating the base ilm 
becomes more dificult. 
What would be your 
company’s main focus in the 
next ive years? 
Our main focus is to cover the 
untapped and unrepresented 
markets, provide consistent 
quality and specialised 
products so as to get undaunted 
support of our patrons as in 
the past.Without support and 
understanding of the customer, 
growth is not possible,so we 
have to continue providing our 
customers unparalleled quality 
andservices in order to retain our 
market leadership. 
8 www.homai.org
Cover Story The Holography Times 
www.homai.org 9
The Holography Times 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. 
Introduction: 
Hologram has evolved from 
security to packaging since 
GlaxoSmithKline used it in 1989. 
In 1990’s 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 
signiicant 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 total cold 
transfer ilm 
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. 
“Cadbury used 
it and resulted 
in increased 
sales of 25% 
to one of its 
confectionary 
bar.” 
10 www.homai.org
Cover Story The Holography Times 
YEAR 2011 2010 2009 2008 
IHMA , Best Applied 
Decorative Product 
AIMCAL product 
competition award 
Category: Packaging 
healthcare, cosmetics and 
toilerties; marketing 
AIMCAL product 
competition award 
Category: Packaging 
healthcare, cosmetics and 
toilerties: marketing 
Hazen Paper Company and 
Curtis Packaging for Coty 
Inc. Beyoncé ‘Pulse’ 
Hazen paper Gem-studded” 
gift box for Elizabeth Taylor 
White Diamonds 
Hazen paper Holographic 
set-up boxes for Elizabeth 
Uses by industry 
Today, holograms have entered 
into main stream of packaging 
and are now viewed by many of 
brand owners as a powerful tool-combining 
signiicant 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 
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. 
AIMCAL product 
competition award 
Category: Packaging 
healthcare, cosmetics and 
toilerties: marketing 
Arden 
Unifoil corp. for 
Sarah Jessica Parker Covet 
Perfume 
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 Coty’s newer 
line of Beyoncé 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 ininite 
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 
AWARD  CATEGORY 
SOLUTIONS 
WON BY 
“Holographic 
packaging 
products 
entitled 
companies 
with various 
marketing 
awards in last 
10 years” 
www.homai.org 11
The Holography Times Cover Story 
2007 2006 2004 2004 
IHMA excellence in 
holography awards, 
Category: Security/ 
Authentication 
AIMCAL product 
competition award 
Category: Packaging 
healthcare, cosmetics and 
toilerties: marketing 
AIMCAL product 
competition award 
Category: Packaging non 
PT Pura Barutama and 
PT MBW Medicos for 
holographic cartons for 
Vitamin C + Kollagen outer 
Unifoil Corporation for 
Colgate-Palmolive 
Luminous Toothpaste 
Holographic Box for Power 
Distance Golf Balls from 
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 multiple-feature 
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 
food marketing 
AIMCAL product 
competition award 
Category: Label retail 
category 
Unifoil Corp. 
Nike 
Vaccumet Corporation 
holographic label for Miller 
Lite 
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 package’s 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 beneicial. As technology 
continues to develop, there’s no 
reason why the hologram will not 
continue to evolve as packaging 
designers become ever more 
comfortable with it and continue 
to see the beneits unfold before 
their eyes. 
package box 
YEAR 
AWARD  CATEGORY 
SOLUTIONS 
WON BY 
12 www.homai.org
Case Study The Holography Times 
Dixie Toga 
Holographic Empty Packs 
Client/Brand : Dixie Toga, Latin America 
Year : 2010 
Project title : Dixie Toga Holographic Empty Packs 
Creative team : 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” packaging’s 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 ‘I’m empty’ 
or ‘There’s 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 identiied 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. 
Empty holographic packaging elements 
Empty holographic packaging 
Empty holographic packaging colors 
Empty holographic packaging bunnies 
Empty holographic packaging black 
Empty holographic packaging arty 
www.homai.org 13
The Holography Times 
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 
Drug 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 
author’s 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 deining IP 
issues and legal deinitions. 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 industry’s 
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. 
14 www.homai.org
The Holography Times 
www.homai.org 15
The Holography Times 
Industry Updates 
Counterfeit Seizure Report 
The HOMAI counterfeit report displays all of the counterfeiting seizures reported in Indian newspaper for period 
September – November 2011. 
D/M/Y News Reported Category 
03.09.2011 Counterfeit cosmetics seized, three arrested Pharma Counterfeiting 
06.09.2011 Former Navy oficer arrested with 150 fake travel warrants Fake Document 
09.09.2011 Fake stamp paper racket busted in Gwalior Fake Document 
14.09.2011 Dr. Falsehood, the menace of fake medical certiicates is having multifaceted effects Pharma counterfeiting 
14.09.2011 State has 40,000 fake caste certiicates Fake Document 
20.09.2011 Fake OPD cards: The great begging con is on Fake Document 
21.09.2011 Duplicate mobile battery found: gang arrested Product Counterfeiting 
24.09.2011 Fake currency of Rs 2.94 lakh seized Currency counterfeiting 
26.09.2011 Farmers facing problem with fake seeds Fakes 
26.09.2011 Fake certiicate racket busted in Madurai Fake Document 
28.09.2011 Smugglers held, goods worth Rs 13.5 crore seized Fake FMCG product 
3.10.2011 Factory seized making fake gas regulator Fake FMCG product 
10.10.2011 1200 fake cement packing bags seized Fake 
10.10.2011 Two held for making fake driving licences Fake Document 
10.10.2011 Terrorist may adjust counterfeit currency worth Rs 200 crore in UP Currency counterfeiting 
12.10.2011 27 carton-boxes of fake ghee seized Fake FMCG product 
17.10.2011 Fake deodorants seized, man arrested Fake FMCG product 
20.10.2011 8 held for credit card fraud in city Fake Identity 
25.10.2011 Fake currency racket busted Currency Counterfeiting 
31.10.2011 Card fraud loss at Rs 13 Crore in 2010: RBI Fake Document 
2.11.2011 18,000 in a day, Fake IPAD’s loods market Fake electronics goods 
3.11.2011 10,000 litres fake oil seized, found label  tin boxes of famous brands Fake FMCG 
9.11.2011 Man forges PMO ID card, still roams free Identity Theft 
12.11.2011 3 lakh fake ration cards seized Fake Document 
14.11.2011 Indian Inc goes after $ 5 billion fake, smuggled goods threat Counterfeiting 
18.11.2011 10 women held with fake passports Identity Theft 
For detailed, subscribe to HoMAI press monitor or e-mail at info@homai.org 
16 www.homai.org
The Holography Times 
Industry Updates 
Tender updates 
Domestic 
Organisation Month State Details 
Assam University, Silchar, India Sep Assam Security hologram 
Prohibition  Excise Department Sep Andhra Pradesh Security hologram for Excise Adhesive Label 
Bank Note Press, Dewas, India Sep Madhya Pradesh Security hologram 
Dakshinanchal Vidyut Vitran Nigam Sep Uttar Pradesh Supply of hologram meter seals 
Limited 
Director Industrial Safety and Health Sep Gujarat Hologram 
Indian Trade Promotion Organisation Sep New Delhi Security Hologram 
State Board of Technical Education Sep Jharkhand Security printing marked sheets 
Ministry of External Affairs, New Delhi Sep New Delhi Security Features for the use in 
Personalization of Indian Visas. 
Prohibition  Excise Department Oct Uttar Pradesh Security Hologram for excise adhesive label 
Directorate Supplies And Disposals Oct Haryana Security hologram for excise adhesive label 
AtalBihari Vajpayee Ian Institute Of Oct Madhya Pradesh Security hologram 
Information Technology and 
Management 
Archaeology And Museums, Nov Rajashthan Security hologram 
Jaipur, Rajasthan 
Shri Warana Sahakari Dudh Utpadak Nov Maharashtra Holographic Packing Film 
Prakriya Sangh Ltd. 
Department of Geology and Mining Nov Uttar Pradesh Security hologram 
International 
Organisation Date Country Details 
Türkiye Radyo Ve Televizyon Kurumu Sep Turkey Printing of banderole hologram 
Genel Müdürlügü Satinalma Dairesi 
Baskanligi 
Ministerio Da Educacao Sep Hologram stickers 
Sasseta Sep South Africa Security hologram stickers. 
Asamblea Nacional De Rectores - ANR Oct Peru Security holograms 
State Institution Department of Nov Kazakhstan Holographic Gift Bag 
Education Of The City Of 
UST-Kamenogorsk 
Istanbul Büyüksehir Belediyesi Nov Turkey Hologram, Magnetic Tape and 
Levazim Ve Ayniyat Müdürlügü Label of PVC 
Istituto Poligraico E Zecca Dello Nov Italy Hologram 
Stato Spa 
To get the latest tender, subscription and information email at info@homai.org 
www.homai.org 17
The Holography Times Industry Updates 
Global Patents 
Publication Title Int. Application Applicant 
DD.MM.YYYY Class Number 
12.11.2011 2373492 -method for producing a B42D 15/10 09774638 OVD kinegram AG 
Security element and transfer ilm) 
10.11.2011 (Wo/2011/138394) optical G02B 5/18 PCT/EP2011/057204 Hologram Industries 
authentication component and method 
of fabricating said component 
10.11.2011 Wo/2011/137941 -method for D21F 1/44 PCT/EP2010/067998 Fedrigoni s.P.A 
providing a watermarking wire mesh, 
watermarking wire mesh, apparatus for 
obtaining it and anti-counterfeiting 
document 
03.11.2011 Wo/2011/134391 -anti-counterfeiting G06K 7/10 PCT/CN2011/073344 Pettersson, Hans, 
method using at least two different Jerry, Urban 
codes 
02.11.2011 2382097 customised secure document B42D 15/00 10703319 Hologram 
and procedure for securing a document 20060101 Industries sarl 
AFI2010081 
9BHEP 
19.10.2011 2377687 -molded plastic material, B41M 1/04 11162823 MINOVA Labels R L 
method for manufacturing it, and 
tamper-evident articles made of said 
material 
13.10.2011 WO/2011/124641 -method and device G03H 1/20 PCT/EP2011/055420 Hologram 
for producing contact prints of volume Industries 
relection holograms Research GMBH 
12.10.2011 2373493 -identiication document with B42D 15/10 09795764 GEMALTO OY 
an improved anti-counterfeiting element 
06.10.2011 WO/2011/120317 -anti-counterfeiting G09F 3/03 PCT/CN2010/080105 Guangzhou Manborui 
method for product package Material Technology 
Co., Ltd 
05.10.2011 2372019 -A strip for inclusion in a pulp D21H 21/42 10159026 D W Spinks Embossing 
during manufacture of a security paper ltd 
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 
18 www.homai.org
The Holography Times 
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 Printer’s 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-proit organization established in 
1998 to represents and promotes the 
interest of hologram industry in India 
as well as to ight against counterfeiting. 
Published by: 
Hologram Manufacturer Association of India 
(HoMAI) 
Issue Editor: 
C S Jeena 
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 
Designed and Printed by 
EYEDEA Advertising 
E-439/9, SDV, Charmwood Village, 
Faridabad, Haryana (INDIA) 
E-mail: eyedeaadvertising@gmail.com 
on behalf of HoMAI 
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. 
www.homai.org 19
The Holography Times 
20 www.homai.org

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Ht issue 16 201112

  • 1. The Holography Times The Holography Times Endeavour to protect products and people December 2011 | Volume 5 | Issue 16 a new design approach enhance brand appeal and equity... HoMAI quarterly newsletter www.homai.org www.homai.org 1
  • 2. VISIONFOIL 104 H The Holography Times News Bytes The real thing The VISIONFOIL 104 Hologram from BOBST gives you and your customers the strategic advantage needed to win the war against product and brand piracy, delivering ultra precise application of every size and type of hologram currently in the market, plus many that are not yet commonplace. From banknotes to visas, and from tickets to packaging, the VISIONFOIL 104 H handles them all effortlessly. After all, it’s the real thing. 2 www.homai.org B O B S T G R O U P . C O M
  • 3. The Holography Times Viewpoint 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 company’s product from their competition, packaging is a marketing tool used to refl ect 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 fi 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 4 News Bytes 10 Holographic Packaging Enhancing brand appeal and protecting brand equity Interview 8 Shobhit Arora, Giriraj Foils Book Review 14 Counterfeit Seizure Report 16 Tender Updates 17 Global Patents 18 Upcoming Events 19 www.homai.org 3
  • 4. The Holography Times News Bytes IHMA awards recognizes industry leader Ian Lancaster Ian Lancaster of Reconnaissance International has won the ‘Brian Monaghan Award for Business Innovation’ at the International Hologram Manufacturers Association’s (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 Holopack•Holo-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-pack•Holo-print® conference. He has served as General Secretary of the IHMA since its inception. ■ Source: www.ihma.org The other winner and commendations for 2011 were; Innovation in Holographic Technology Winner Stensborg A/S for HoloPrint™ Commended Hologram Company Rako for Holo-inlay in Shrink sleeves Commended Optaglio for Achromatic hologram with Colour Shift Effect Best Origination Winner Optaglio for Globelower Commended Hologram Industries for Demetalised Alphagram Stripe on Brasil’s New 100 Reais Banknote Best Applied Security Product Winner Hologram Industries for DID Patch© on Philippines P500 and P1000 Banknote Commended InkSure Demax for Car Document Authentication for Bulgaria Commended Kavach Division of PRS Permacel for West Bengal State Electricity Board Meter Seal Best Applied Decorative Product Winner Hazen Paper Company, Curtis Packaging and Coty Inc. for Beyoncé ‘Pulse’ 4 www.homai.org
  • 5. The Holography Times News Bytes 3D Holograms to become forgery proof identiiers Bayer Material Science has developed light sensitive ilms that are marketed under the Bayfol HX that has its applications in manufacturing ID cards that are forgery proofed. The technology involves photopolymer ilms such as the Bayfol HX wherein the holographic image is inscribed on it and upon exposure to laser beams is made visible thereby providing secure physical authentication. These photopolymer materials are cost-effective, ideal for mass 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. De La Rue secured its biggest VISA hologram order 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 world’s premier polymer manufacturing companies. ■ Source: www.bayermaterialscience.com PRS Permacel won IHMA commendation award 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 De 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 1990’s. This latest order reinforces De La Rue’s position as one of the leading suppliers of holographic products to the inancial card market. As Ruth Euling, De La Rue Holographics’ Managing Director points out, “De La Rue believes in the opportunity for expansion in its secure hologram business, as evidenced by this signiicant 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 Rue’s British sites in Westhoughton, near Bolton within the next 12- 18 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 eficiency, we will continue to work with our customers to keep our holograms at the leading edge of security.” ■ Source: www.delarue.com www.homai.org 5
  • 6. The Holography Times News Bytes Firm received $ 2.7 million to research hologram technology IVIR Inc., a Lakewood Ranch company specializing in medical education technology, says it has received a $2.7 million Department of Defense contract to research hologram technology. The one-year contract was awarded by U.S. Army Research, Development and Engineering Command and Army Research Laboratory in Orlando. Ivir is working with the University of Minnesota Medical School; Zebra Imaging, which produces 3D digital holographic prints; and Bolt, Beranek and Newman, a division of defense contractor Raytheon. The project will investigate holographic and 3D imaging technologies and the possibility of integrating them into existing medical modeling and simulation systems, the company said. 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 Kurz new art in design box The stamping foil manufacturer Kurz presented the premiere edition of its “Presentation” design and art box at this year’s Luxepack. The company plans to produce a new edition of the Presentation box on an annual basis, and to dedicate each one to a speciic 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 speciic 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 Fürth where the headquarters of the KURZ Group is located. Martha’s picture depicts an artistic interpretation of the metropolis theme, which is explained in an accompanying lealet. Kurz is offering this work to its customers as a genuine collector’s 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 6 www.homai.org
  • 7. The Holography Times News Bytes IAA appoints new Director General The IAA (International Authentication Association) announced the appointment of Susanne Hasselmann as their new Director General. David Howard, Chairman of IAA and Global Director, Product Protection, Johnson Johnson said: ‘I am very pleased to announce the appointment of Susanne Hasselmann to the position of Director General of the IAA. Susanne brings immense industry experience and a unique background in brand protection to this role. The Board unanimously agreed that she would be able to grow IAA’s international role and enhance its voice within the global authentication community’. Susanne has been working in a leadership capacity in the authentication industry for over 15 years. As Director for Business Development at De La Rue in the ‘90s she headed the Microsoft’s COA (Certiicate of Authenticity) programme, one of the largest authentication programmes in the world. She co-founded Axess Technologies, a leading technical and strategic consultancy in brand protection and authentication. She has chaired the UK’s Anti- Counterfeiting Group’s (ACG) Brand Protection Group for many years and has contributed to numerous industry magazines, books and White Papers. Susanne’s focus over the next six months will be to review the current IAA strategy and to develop a renewed focus for 2012 and beyond. ■ Source: www.ceepackaging.com BOBST launched ACCUCHECK BOBST, the world’s leading supplier of quality machinery and services to packaging manufacturers, has announced the launch of ACCUCHECK, the world’s irst built-in zero-fault quality control device for folding and gluing machines. The BOBST ACCUCHECK system enables manufacturers to drive quality, performance and productivity in packaging with complete control and 100 percent quality output. The latest in a line of over 350 BOBST units worldwide which include built-in print quality control devices, ACCUCHECK will enable manufacturers to meet demands for rapid and faultless folding and gluing packaging production, checking the print on every single carton, in-line, during the last process before the boxes are packed and dispatched to the illing lines. Using a high deinition camera based on the Registron® quality control system, ACCUCHECK scans each carton as it enters the folder-gluer, comparing the real-time image against the reference image. ACCUCHECK has been designed for the extremely high rate of data low received from the camera during production, enabling it to interface perfectly with the host folder-gluer to ensure that any non-conforming carton is logged in the management system and ejected. ACCUCHECK is able to automatically detect a range of print and print-related defects such as hickeys and spots, physical defects of the carton such as scratches or rubs, inaccurate die-cutting and problems with the control of colour variation. Depending on the settings deined for the run, the defective carton can be allowed to continue, or automatically ejected, without affecting production. Whether ejected or not, defects are recorded for later analysis. ■ For more information, contact Raluca Dan, Communications Manager, Business Unit Sheet-Fed, at raluca.dan@bobstgroup.com Source: www.bobst.com www.homai.org 7
  • 8. The Holography Times Interview Shobhit Arora, Giriraj Foils Giriraj Foils Pvt Ltd (GFPL) was incorporated in 1995 and has gradually risen to being one of the premier manufacturers of premium grade fi lms for holograms. In a decade of its emergence, GFPL has captured three fourth of the market share of the hologram Industry in India. Recently, they were exhibiting at the HolopackHoloprint 2011 conference at Las Vegas where THT team talked to the Managing Director of GFPL about the recent trends of security foil in industry and their plans for this market. Please guide us on the trends and application of security foil industry in India and in world. The market worldwide is changing very fast, apart from normal features in the ilm, trace found technology, IT features for tracing, barcode reading , window metalizing and many such complex processes are being introduced within the ilms. Due to all these, making look-alike hologram made on such ilms is becoming dificult day by day. How do you see GFPL in this market? We at GFPL are upgrading the facilities so as to provide all such features within the ilm at a very economical price in comparison to the world leaders in this segment.We are investing heavily on upgrading our infrastructure so that we can move ahead in competition. Consistent quality plays an important role in this industry, what are you doing for it? Yes, this is one feature which plays the most important role in growth of our industry. “Consistency” in quality, services and communication plays vital role wherever you go around the globe.We at GFPL always try to do so by providing consistent quality to our customers.We always check / test our inward raw material so that we do not face any such problem due to inferior quality/variation in the batches. Recipes of the mutually agreed products are frozen and on every production cycle the same are rechecked and rigorously followed.Deviation in the production cycle is avoided and the same are cross-checked amongst the production staff.Our machines are upgraded regularly and we are procuring latest “High vacuum coating systems” from APPLIED MATERIALS so as to provide consistent metalizing. What are the new developments GFPL is doing for hologram / security printing industry? We are providing customised patterns as well as general patterns in selectiverelease category of ilm for holograms in aluminium metalization as well as Zinc sulphide metalized class. Apart from these Special colour ilms as well as multi colour patterns have been developed for providing more security with in the ilm itself so as to ensure that duplicating the base ilm becomes more dificult. What would be your company’s main focus in the next ive years? Our main focus is to cover the untapped and unrepresented markets, provide consistent quality and specialised products so as to get undaunted support of our patrons as in the past.Without support and understanding of the customer, growth is not possible,so we have to continue providing our customers unparalleled quality andservices in order to retain our market leadership. 8 www.homai.org
  • 9. Cover Story The Holography Times www.homai.org 9
  • 10. The Holography Times 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. Introduction: Hologram has evolved from security to packaging since GlaxoSmithKline used it in 1989. In 1990’s 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 signiicant 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 total cold transfer ilm 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. “Cadbury used it and resulted in increased sales of 25% to one of its confectionary bar.” 10 www.homai.org
  • 11. Cover Story The Holography Times YEAR 2011 2010 2009 2008 IHMA , Best Applied Decorative Product AIMCAL product competition award Category: Packaging healthcare, cosmetics and toilerties; marketing AIMCAL product competition award Category: Packaging healthcare, cosmetics and toilerties: marketing Hazen Paper Company and Curtis Packaging for Coty Inc. Beyoncé ‘Pulse’ Hazen paper Gem-studded” gift box for Elizabeth Taylor White Diamonds Hazen paper Holographic set-up boxes for Elizabeth Uses by industry Today, holograms have entered into main stream of packaging and are now viewed by many of brand owners as a powerful tool-combining signiicant 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 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. AIMCAL product competition award Category: Packaging healthcare, cosmetics and toilerties: marketing Arden Unifoil corp. for Sarah Jessica Parker Covet Perfume 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 Coty’s newer line of Beyoncé 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 ininite 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 AWARD CATEGORY SOLUTIONS WON BY “Holographic packaging products entitled companies with various marketing awards in last 10 years” www.homai.org 11
  • 12. The Holography Times Cover Story 2007 2006 2004 2004 IHMA excellence in holography awards, Category: Security/ Authentication AIMCAL product competition award Category: Packaging healthcare, cosmetics and toilerties: marketing AIMCAL product competition award Category: Packaging non PT Pura Barutama and PT MBW Medicos for holographic cartons for Vitamin C + Kollagen outer Unifoil Corporation for Colgate-Palmolive Luminous Toothpaste Holographic Box for Power Distance Golf Balls from 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 multiple-feature 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 food marketing AIMCAL product competition award Category: Label retail category Unifoil Corp. Nike Vaccumet Corporation holographic label for Miller Lite 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 package’s 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 beneicial. As technology continues to develop, there’s no reason why the hologram will not continue to evolve as packaging designers become ever more comfortable with it and continue to see the beneits unfold before their eyes. package box YEAR AWARD CATEGORY SOLUTIONS WON BY 12 www.homai.org
  • 13. Case Study The Holography Times Dixie Toga Holographic Empty Packs Client/Brand : Dixie Toga, Latin America Year : 2010 Project title : Dixie Toga Holographic Empty Packs Creative team : 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” packaging’s 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 ‘I’m empty’ or ‘There’s 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 identiied 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. Empty holographic packaging elements Empty holographic packaging Empty holographic packaging colors Empty holographic packaging bunnies Empty holographic packaging black Empty holographic packaging arty www.homai.org 13
  • 14. The Holography Times 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 Drug 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 author’s 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 deining IP issues and legal deinitions. 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 industry’s 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. 14 www.homai.org
  • 15. The Holography Times www.homai.org 15
  • 16. The Holography Times Industry Updates Counterfeit Seizure Report The HOMAI counterfeit report displays all of the counterfeiting seizures reported in Indian newspaper for period September – November 2011. D/M/Y News Reported Category 03.09.2011 Counterfeit cosmetics seized, three arrested Pharma Counterfeiting 06.09.2011 Former Navy oficer arrested with 150 fake travel warrants Fake Document 09.09.2011 Fake stamp paper racket busted in Gwalior Fake Document 14.09.2011 Dr. Falsehood, the menace of fake medical certiicates is having multifaceted effects Pharma counterfeiting 14.09.2011 State has 40,000 fake caste certiicates Fake Document 20.09.2011 Fake OPD cards: The great begging con is on Fake Document 21.09.2011 Duplicate mobile battery found: gang arrested Product Counterfeiting 24.09.2011 Fake currency of Rs 2.94 lakh seized Currency counterfeiting 26.09.2011 Farmers facing problem with fake seeds Fakes 26.09.2011 Fake certiicate racket busted in Madurai Fake Document 28.09.2011 Smugglers held, goods worth Rs 13.5 crore seized Fake FMCG product 3.10.2011 Factory seized making fake gas regulator Fake FMCG product 10.10.2011 1200 fake cement packing bags seized Fake 10.10.2011 Two held for making fake driving licences Fake Document 10.10.2011 Terrorist may adjust counterfeit currency worth Rs 200 crore in UP Currency counterfeiting 12.10.2011 27 carton-boxes of fake ghee seized Fake FMCG product 17.10.2011 Fake deodorants seized, man arrested Fake FMCG product 20.10.2011 8 held for credit card fraud in city Fake Identity 25.10.2011 Fake currency racket busted Currency Counterfeiting 31.10.2011 Card fraud loss at Rs 13 Crore in 2010: RBI Fake Document 2.11.2011 18,000 in a day, Fake IPAD’s loods market Fake electronics goods 3.11.2011 10,000 litres fake oil seized, found label tin boxes of famous brands Fake FMCG 9.11.2011 Man forges PMO ID card, still roams free Identity Theft 12.11.2011 3 lakh fake ration cards seized Fake Document 14.11.2011 Indian Inc goes after $ 5 billion fake, smuggled goods threat Counterfeiting 18.11.2011 10 women held with fake passports Identity Theft For detailed, subscribe to HoMAI press monitor or e-mail at info@homai.org 16 www.homai.org
  • 17. The Holography Times Industry Updates Tender updates Domestic Organisation Month State Details Assam University, Silchar, India Sep Assam Security hologram Prohibition Excise Department Sep Andhra Pradesh Security hologram for Excise Adhesive Label Bank Note Press, Dewas, India Sep Madhya Pradesh Security hologram Dakshinanchal Vidyut Vitran Nigam Sep Uttar Pradesh Supply of hologram meter seals Limited Director Industrial Safety and Health Sep Gujarat Hologram Indian Trade Promotion Organisation Sep New Delhi Security Hologram State Board of Technical Education Sep Jharkhand Security printing marked sheets Ministry of External Affairs, New Delhi Sep New Delhi Security Features for the use in Personalization of Indian Visas. Prohibition Excise Department Oct Uttar Pradesh Security Hologram for excise adhesive label Directorate Supplies And Disposals Oct Haryana Security hologram for excise adhesive label AtalBihari Vajpayee Ian Institute Of Oct Madhya Pradesh Security hologram Information Technology and Management Archaeology And Museums, Nov Rajashthan Security hologram Jaipur, Rajasthan Shri Warana Sahakari Dudh Utpadak Nov Maharashtra Holographic Packing Film Prakriya Sangh Ltd. Department of Geology and Mining Nov Uttar Pradesh Security hologram International Organisation Date Country Details Türkiye Radyo Ve Televizyon Kurumu Sep Turkey Printing of banderole hologram Genel Müdürlügü Satinalma Dairesi Baskanligi Ministerio Da Educacao Sep Hologram stickers Sasseta Sep South Africa Security hologram stickers. Asamblea Nacional De Rectores - ANR Oct Peru Security holograms State Institution Department of Nov Kazakhstan Holographic Gift Bag Education Of The City Of UST-Kamenogorsk Istanbul Büyüksehir Belediyesi Nov Turkey Hologram, Magnetic Tape and Levazim Ve Ayniyat Müdürlügü Label of PVC Istituto Poligraico E Zecca Dello Nov Italy Hologram Stato Spa To get the latest tender, subscription and information email at info@homai.org www.homai.org 17
  • 18. The Holography Times Industry Updates Global Patents Publication Title Int. Application Applicant DD.MM.YYYY Class Number 12.11.2011 2373492 -method for producing a B42D 15/10 09774638 OVD kinegram AG Security element and transfer ilm) 10.11.2011 (Wo/2011/138394) optical G02B 5/18 PCT/EP2011/057204 Hologram Industries authentication component and method of fabricating said component 10.11.2011 Wo/2011/137941 -method for D21F 1/44 PCT/EP2010/067998 Fedrigoni s.P.A providing a watermarking wire mesh, watermarking wire mesh, apparatus for obtaining it and anti-counterfeiting document 03.11.2011 Wo/2011/134391 -anti-counterfeiting G06K 7/10 PCT/CN2011/073344 Pettersson, Hans, method using at least two different Jerry, Urban codes 02.11.2011 2382097 customised secure document B42D 15/00 10703319 Hologram and procedure for securing a document 20060101 Industries sarl AFI2010081 9BHEP 19.10.2011 2377687 -molded plastic material, B41M 1/04 11162823 MINOVA Labels R L method for manufacturing it, and tamper-evident articles made of said material 13.10.2011 WO/2011/124641 -method and device G03H 1/20 PCT/EP2011/055420 Hologram for producing contact prints of volume Industries relection holograms Research GMBH 12.10.2011 2373493 -identiication document with B42D 15/10 09795764 GEMALTO OY an improved anti-counterfeiting element 06.10.2011 WO/2011/120317 -anti-counterfeiting G09F 3/03 PCT/CN2010/080105 Guangzhou Manborui method for product package Material Technology Co., Ltd 05.10.2011 2372019 -A strip for inclusion in a pulp D21H 21/42 10159026 D W Spinks Embossing during manufacture of a security paper ltd 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 18 www.homai.org
  • 19. The Holography Times 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 Printer’s 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-proit organization established in 1998 to represents and promotes the interest of hologram industry in India as well as to ight against counterfeiting. Published by: Hologram Manufacturer Association of India (HoMAI) Issue Editor: C S Jeena 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 Designed and Printed by EYEDEA Advertising E-439/9, SDV, Charmwood Village, Faridabad, Haryana (INDIA) E-mail: eyedeaadvertising@gmail.com on behalf of HoMAI 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. www.homai.org 19
  • 20. The Holography Times 20 www.homai.org