Pradip Shroff, president, HOMAI addressed the attendees on recharging the power of hologram.

The talk was focused on analysing the reasons for the sometimes negative perception of holograms as an anti-counterfeiting feature. The importance of protecting the essence of various brands through the power of hologram was also talked about.

According to Pradip Shroff, "We have to change our brand strategy from a supplier of holograms to a partner to a brand owner to minimise losses to counterfeits. We have to position holograms with covert features as the best value for money solution and work with our customers to bring about changes in the way they think, perceive, purchase and use holography."

"The hologram industry has evolved and is developing very fast. The new generation hologram has many new features and also has in it some digital features. The products now are more authentic, secured and upgraded," said Chander S Jeena, secretary at HOMAI.

The HOMAI annual conference 2010 was held in Kualalumpur, Malaysia.

HOMAI was established in 1998. It is a non-profit organization which helps in promoting the usage of anti-counterfeiting solutions with an aim to curb counterfeiting. HOMAI members fight against counterfeiting and have protected more than 10,000 brands in India.