Greetings from Mumbai, where the weather is steamy and the printers are, in the main, decidedly upbeat. It's been my privilege to attend PrintWeek India's annual Conclave and Awards. Yesterday's conference threw up many fascinating stats and insights about doing business in this extraordinary country. A fantastic session came courtesy of BBDO India chairman and chief creative officer Josy Paul. He provided the quote of the day and an instant entry in my favourite print-related quotes of all time. He said: "Print is liquid. It flows. Print is everything, it's as fluid as your mind." Isn't that fab? Josy illustrated his point by showing a number of different BBDO campaigns, including the cheeky use of a giant banner on a building site, and a clever campaign where bricks were disguised in a book jacket. Through his examples he explained how print can startle, it can be naughty, it can create controversy, it has the power to bend. "Print – through brands – can do good things." Of course it is the creative idea that elevates these treatments beyond the ordinary, but print is the crucial enabler to make someone's brilliant idea an actuality. Afterwards, one of the print bosses in the audience told me that she had found it inspiring to be reminded about print's power "because we are so close to it every day, sometimes we forget that". How true. And how nice to hear such a positive message from such a powerful client.