FUJIFILM launches its first ever TVC in India

Earmarks Rs.20 crores for 360 degree campaign to support the TVC conceptualized by Grey Delhi; watch the TVC here.

Neha S | Delhi | May 23, 2011

FUJIFILM India Pvt. Ltd., the wholly owned subsidiary of FUJIFILM Holding Corporation, Japan, has entered the Indian electronic ad space with a bang. The company has released its first-ever Television commercial (TVC) in the country featuring Fujifilm's latest digital camera with a super zoom – S 3300.

In a bid to create a cool, young and trendy brand image, Fujifilm is now focusing on actively engaging the Indian audiences through an aggressive ad campaign across various TV channels.  Shot in Thailand, the ad is done aesthetically. It showcases the stunning 26x zoom, Smile&Shoot and HD Movie Recording features of S 3300 through an interesting concept.

The narrative displays an attractive female entering a room crowded by a sea of photographers. The latter are in a horde to click the photographs of a beautiful crystal studded mask. As is revealed later on, in an engaging manner, the photographer with the amazing S 3300 manages to capture the attractive female who is actually a thief and escapes away with the stolen mask in a dramatic manner! The concept beautifully portrays the product's most exciting features to the audience. Also, the advertisement has a haunting music that stays with you.

The company's move to advertise on TV stems from its objective to change the perception of Indian consumers about Fujifilm. The company specializes in digital cameras besides photofilm products. With this TVC and subsequent ads in the campaign, which will be aired on multiple channels, Fujifilm wishes to break the previous perception about the brand. The total marketing spend on this campaign is about 20 crores. To support the TVC campaign and make its presence felt, Fujifilm will also deploy a 360 degree approach including a strong presence to be felt across Print, Outdoor, Radio and Digital mediums.

According to K. Tanaka, MD, Fujifilm, “Fujifilm's effort is to always bring the best product and technology for our consumers, here in India. It is equally important that we communicate about our brand in a more engaging and entertaining manner. Hence, we have decided to advertise in the electronic medium. Our first television commercial has a refreshing appeal and displays a stylish camera with amazing features in a beautiful manner. We are sure it will break the clutter and people will like it and associate Fujifilm with the sleek and cool image that the ad portrays.”

FUJIFILM wishes to tap the Indian markets during the camera industry's peak season by complementing its ad campaign in above-the-line (ATL) media with a parallel below-the-line (BTL) promotional effort too.

Neha@BestMediaInfo.com

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