Hello, Keran Turakhia, Director and co-founder in an award winning company called Hive. Keran has worked in the world of packaging and grocery brand building for nearly 30 years. He has been described as a guru on the subject of “packaging as a media” and the “internet of packaging” . In 2004, Keran launched a company called Packaging Media Ltd. With clients like Waitrose, John Lewis and Tesco, he very quickly demonstrated packaging’s media value by selling its print space as a media to third party promoters. He has a list in this book of impressive market executions demonstrating the power of packaging as a media. More recently he has been helping brands make their packaging smart. Keran's latest business, Hive IP, is in the business of helping grocery brands use intelligent coded packaging to run better promotions. Smart packaging is one thing but how can brands use it to win new customers, get customers to buy more frequently? How can smart packaging help brands justify the typical price premium they sell for? How can smart packaging help grow the strength of a brand's consumer relationships? Keran Turakhia has over 10 years experience integrating smart packaging with brand promotions Hive IP enables brands to print unique pack ID's on their packs all the time. Pack ID's are all unique, either: human readable alphanumeric, smartphone scannable, or indeed embedded in more sophisticated technology like NFC. Unique pack ID's are used as a consumer friendly method for consumers to prove they have purchased a product entitling them to participate in a promotion. Hive IP provide a practical cost effective solution for brands to print unique pack ID's, typically unique codes, on their packs. FMCG brands are finding it more and more difficult to differentiate their brand and products. Brands need to constantly improve their promotional effectiveness and make their promotions work better. Hive IP’s pack passport system (unique ID's) helps them do just that.