As the general elections come closer, the advertising and the printing industry is in full swing. Candidates are using penaflex, posters, and other means of advertisement to publicise their manifestos and slogans.
Muhammad Jaleel, a designer jet operator working at a printing house in Chandi Chowk, says, “I am happy. Although working for long hours is tough but I can make more money than usual in these days”.
“I have been working here for many years, but this is the hardest I have ever worked. We are working really hard to meet the demand of our customers who usually ask for only two genres, penaflex and one-vision, both of which are used for pasting on vehicle screens,” he added.
He said a penaflex is usually hung up on street light poles.
“Firstly graphic designers put all the text and pictures together. This is called graphic designing. Then we capture images of these graphics and print them out via designer jet machines in sizes and material according to the wishes of the customers,” a manager in one of the computer rooms told Pakistan Today.
The Election Commission of Pakistan has formulated a code of conduct for candidates and political parties.
“This policy is damaging our business,” a manager of a large scale printing house said.
“Increase in our business is less than expected. Parties have not granted tickets yet, so electioneering is not yet in full swing these days. We are hopeful that in the coming days activity will further increase,” manager said.
“Thousands of people are involved in this industry, either directly or indirectly. This kind of bans and prohibitions can spread unemployment through out the country,” a senior technician at a printing jet machine said.
“With the advancement in technology, traditional means of advertising have been replaced by modern ones. Gone are the days when handwritten banners were used,” he added.
Manger at the screen print yard said, “We acquire order through advertising agencies which directly bargain with candidates and parties”.
Printing is not the final step. Separation of single pieces from a large sheets and stitching the margins for hangings is also a very difficult task.
“We also print flags of political parties. The flag is designed on a plane white cloth,” a man working in the yard of the printing house said.
