Our merchandise resonate deeply with the enjoyment of making reminiscences, says Fujifilm India’s Kunal Girotra

Immediate cameras are reminiscence machines. It’s all about capturing moments and in addition getting a bodily memento in hand immediately to maintain eternally. Fujifilm’s Instax cameras are all about that feeling. And this has simply gotten greater over the past 12 months as all of us acquired locked down at dwelling. With a lot at stake, it is all of the extra important that we maintain folks we love nearer, even whether it is simply by way of footage.

To seek out out what Fujifilm India did in 2020 and what they’ve deliberate for 2021, we chatted with Kunal Girotra, the Head of Division at Picture Capturing, Fujifilm India. And listed below are excerpts from our chat:

What plans do you could have for the Instax cameras in 2021?

It goes with out saying that Instax has come a good distance since its inception, and as we tread into 2021, we’re targeted to diversify our advertising and marketing channels, faucet right into a wider vary of viewers to construct a extra customer-centric model, introduce a brand new vary of merchandise and increase our e-retailing relationships to develop into an omnipresent model.

Within the coming 12 months, we plan to financial institution upon the sensation of nostalgia to indulge millennials to reinforce our attain. It has been fairly the revelation for us, as we discovered that increasingly millennials resonate with our manufacturers as a lot as teenagers and tweens, and are selecting the Instax reward field vary as a gifting choice throughout the pandemic.

Over the past couple of years, with our persistent efforts we have been capable of companion with Flipkart, Amazon, Nykaa, amongst others, to create an unlimited on-line presence, and so this 12 months we additional purpose to reinforce our attain by partnering with e-retailing platforms akin to and extra. We will even leverage our place as a gifting alternative, and supply our prospects with new bundle presents they’ll be unable to withstand.

Furthermore, we’ve already begun with our beanfeast in India as we just lately launched our ‘Selfie-mode’ Immediate Digicam, Instax Mini 40.

So, going additional, we’ll interact our prospects with influencer advertising and marketing campaigns, contests, product evaluations and extra, to supply a greater understanding of our product vary and to construct our area of interest out there.

Assuming we’re taking a look at one other 12 months the place we may be caught at dwelling, what’s your technique to push prospects to purchase your merchandise?

Throughout the first section of the Covid 19 pandemic, our Fujifilm Instax vary of merchandise have been capable of seize the eye of teenagers, tweens, and corporates throughout the nation. Our potential target market is getting well-versed with our best-in-class expertise whether or not it’s immediate cameras or print-related options.

Within the earlier 12 months, we launched a collection of buyer engagement campaigns through our digital platforms, akin to Instax Doodle Artwork Contest, influencer engagement campaigns, DIY workshops, and extra, which helped us consistently show our revolutionary line-up of merchandise effortlessly in a enjoyable and quirky method and forge an immediate reference to our prospects. Therefore, we’re curating an inclusive plan that reaches out to not simply teenagers, tweens, or corporates, however millennials as effectively, who’re extremely influenced by the sensation of nostalgia which is a big promoting issue for our Instax vary.

So, within the coming instances, provided that we could also be caught at dwelling, we’ll work on constructing the Instax Neighborhood with persuasive, entertaining, and interesting advertising and marketing efforts, and strategically leverage our market place to unfold love, cheer, and positivity amongst the folks because the instances get robust. At Fujifilm India, we’ll stay according to who we’re as a customer-first firm by searching for fixed suggestions and designing pleasant experiences to maintain the shoppers hooked.

Additionally Learn: Immediate pictures and reminiscence machines: Bringing again image albums

Are we going to see any software program/{hardware} upgrades on the Instax cameras this 12 months?

Sure, there’s a lot extra that we’ve to showcase to the world. We’re consistently upgrading our software program and {hardware} to offer a extra handy and user-friendly expertise, and 2021 might be all about that. With the launch of Instax Mini 40, we’ve already began the fest and there’ll be extra from the brand new vary of Instax immediate cameras that can be a focus for our potential buyer vary and the business, as our merchandise debut out there.

Additionally Learn: Fujifilm Instax SQUARE SQ1 evaluate: Three footage and a proposal

How have your merchandise fared within the final 12 months, because the pandemic started?

It’s been an ideal 12 months for us at Instax because the pandemic started. In 2020, we weren’t solely capable of obtain our targets however go above and past as we noticed an 84% year-on-year progress within the sale of our Instax vary of merchandise throughout the nation. We noticed an enormous spike in gross sales amongst the millennials and company gifting alongside teenagers and tweens as our merchandise seize the second immediately and create a sense of nostalgia.

What labored greatest for us is that we have been capable of place our Instax vary of merchandise as the popular gifting alternative amongst hundreds of thousands, as folks have been unable to be current with their family members. So, we reached to them with our merchandise as a token of affection and to construct actual connections.

How do you see 2021 shaping up for you? By way of advertising and marketing, is there something new you’re planning to discover?

With a number of cities going right into a state of lockdown pertaining to the mushrooming variety of instances, we really feel that we’re in for a curler coaster journey in 2021 as effectively, with our highs and lows. Nevertheless, our model and merchandise resonate deeply with the enjoyment of making reminiscences, and therefore, we’re engaged on aligning with the altering dynamics of the nation to succeed in out to our potential prospects with our vary of merchandise and allow them to seize and protect their particular moments.

By way of advertising and marketing, we’ll proactively design and curate methods across the celebration of festivals whether or not it’s Father’s Day, Sibling’s Day, Raksha Bandhan, Diwali, or Christmas. Our Instax vary of merchandise is about celebrating each second of your life because it brings again the nostalgic feeling amongst folks. In addition to tapping into festivals, we’re engaged on collaborating with influencers from completely different niches like journey, DIY or cooking, to reinforce consciousness for Instax vary of cameras because it completely enhances the model attributes the place one can shoot, print, and share an authentic immediately.

Additionally Learn: Fujifilm Instax Mini 11 evaluate: A cute little reminiscence machine

What’s your favorite product from the entire vary of Instax cameras and why?

For me, your entire vary of Instax immediate cameras creates a ‘wow’ issue particularly for its brightest and quirkiest designs, top-tier specs, eccentric type, classic really feel, and affordability. But, if I had to decide on one in every of my favourites from the entire vary I’d choose Mini LiPlay. It’s my all-time favorite Instax digital camera as it’s method forward of its time and captures the fantastic thing about the second simply because it ought to. Plus, it’s extra than simply an immediate digital camera because it permits you to select which image to print out of your smartphone and makes you reminisce in regards to the time seize within the body with its QR expertise.

Additionally, on a really private word, I take advantage of LiPlay at dwelling to seize my two-year-old daughter’s actions, the particular moments, the laughs, and no matter restricted phrases she will say within the body with the QR expertise, which I can scan from my smartphone to relive the moments.

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