Hewlett-Packard Company unveiled its innovative digital printing technology through a creative display of applications at the Consumer Electronic Imaging Fair (CEIF) 2013. Announcing a major innovation in wedding album printing, HP showcased the concept of video albums. With the help of augmented reality software Aurasma, the HP team displayed video which can be directly played from a printed wedding album on to the screen of a scanning device. HP also displayed 3D albums that can be printed on an HP Indigo press.

Other innovations introduced by HP include special effects like the raised print, which is now available on HP Indigo digital press. The wedding industry in India continues to grow. Looking at the annual growth rate, this industry on its own increases by 25% each year.

Global tourism industry is wooing well-heeled Indian brides and grooms, looking for exotic locations or once-in-a-lifetime experiences to make their wedding memorable. The exotic destination and theme weddings continue to increase the demand for unique wedding albums that are fast becoming a lifestyle accessory. Keeping in mind the requirements and demands of customers during Indian wedding season, HP has consistently updated its portfolio with new technologies and applications.

HP has already brought to its customers innovative and stylish wedding photo albums which last for more than 200 years. These albums are one third the weight of traditional albums and can be customized into miniature photo books. This year HP has changed the game once again with the big and beautiful 29 inch album, which is a bold statement in itself.