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Fujifilm India’s instax unveils a new photo lingo with the “Keep It Alive” campaign

The campaign has been created in collaboration with Cheil India

Click on the image to watch the TVC

Cheil India has launched a new campaign for Fujifilm India instax’ instant camera and printer range.

The campaign is created with the theme of “Keep It Alive” and showcases how instax photo print films can express everything in a hip way while also retaining the old-world charm of an actual print.

“The feel of a photo print is a different experience altogether which many today may not be familiar with. The joy of holding a print, using it in different ways, and keeping those as memoirs of moments is beautiful. We are looking for new ways to rekindle the love of physical photos and bring its relevancy in the collective consciousness of Gen Z. This campaign will help us with a 360-degree makeover and establish a connection with Gen Z whose lingo is photos hence the origin of Photo lingo. The idea is about a new photo lingo that can capture instax worthy moments in Gen Z life. The possibility of expanding the campaign is limitless,” said Arun Babu, General Manager, Electronic Imaging, Optical Device and Instax Division, Fujifilm India.

The campaign went live on all digital and social media platforms of Fujifilm India and underlined the innovative use of photo print films to complete the expressions that we use. The idea is expanded further with a series of short films showcasing how instax instant cameras and films can play a defining role in creating memories of the special moments and preventing them from getting lost in a digital folder by keeping them alive. 

Sticking to the core idea of bringing quirky, humorous moments to life through the instax photo lingo, the first film captures a family anniversary function where the Dad of the family mistakes another woman for his wife because she is in a similar attire. What follows is a mix of fun and embarrassing moments where his wife catches him in the act creating an instax worthy moment for the kids to capture.    

The second film captures a similar humourous moment that happens between a group of college friends at a Valentine’s Day bash. The film begins with two college students who are bragging to each other about a girl that they are interested in while waiting for her. They make fun of the third character, their geeky friend, who casually enquires about her but are shocked seconds later when the girl reveals that she is dating him. What makes it even more interesting is that fact that one of braggarts is asked by the girl to click an instax photo of her with her boyfriend. 

Devdas Nair, Creative Director, Cheil India, said, “We devised a completely new photo lingo to carry the message in this campaign. This new lingo used instax print films to complete phrases and expressions that are commonly used in everyday life situations among our target audience of Gen-Z. This device created a fresh and interesting take on how photo prints say a lot beyond just the photo in the frame. It is a beautiful reminder of those special moments captured along with the stories of those involved.”

The brand will also leverage retail, OTT, and OOH medium for this campaign.


Client: Fujifilm India

Agency: Cheil India

COO: Sanjeev Jasani

CCO: Vikash Chemjong

Client Servicing Director: Arif Khan

Account Director: Monisha Joshi

ECD: Sean Joseph Colaco

Creative Director (Copy): Devdas Nair

Creative Group Head (Copy): Muhammed Tanveer Afaque

Creative Group Head (Art): Deepak Latwal 

Art Director (Motion): Mohd. Swaleh

Production House: EC Studios

Director: Prashant Satyam

Executive Producer: Umesh Bopche

Producer: Purvi Khan and Meera Ghare

Associate Producer: Shrinath Prabhu

DOP: Nikunj Singh

Chief AD and DA: Anup Chavan

Offline Editor: Ayaz Khan

Grade Artist: Avinash Shukla

Online: The Picture Post Studios

Background Music and Sound Design: Rameet Music

2nd AD: Mihir Bhanushali

2nd AD: Sree Krishna

2nd AD: Shreya Alex

Production Design and Art Director: Yohaan Khatau

Wardrobe Stylist: Nikita Letita

Make up: Priti

Casting Director: The Hand Print Studio

Sound Recordist: Nitin Sharma

Line Producer: Krishna Singh

Production Assistant: Vaibhavi Mishra

Production Assistant: Shivani Damle

Photoshoot: Vishal Talwadeka

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