“Our Instax cameras have played a key role to advance the culture of photography in India”
My Mobile|June 2021
When it comes to creating memories in a snap, Instax, from the house of Fujifilm, is a name to reckon with. Instax cameras are all about capturing moments and getting a physical souvenir in hand instantly to keep forever. Kunal Girotra, National Business Manager - Instax, Fujifilm India, shares with Ramesh Kumar Raja the value proposition of the brand in the age of selfies and smartphone cameras. Excerpts:
Ramesh Kumar Raja

How have been you dealing with the COVID-19 pandemic and what impact has it had on your operations?

The pandemic has enforced a different thought process, strategy, and revisit at how we operate and serve our customers. We understood the situation deeply last year and introduced various measures to stay connected with our customers. At Fujifilm, it has been our constant endeavor to create meaningful advancements in the life of our consumers and the last year has allowed us to explore unexplored ways to achieve the same.

At the community level, with our ‘Connecting Hearts’ initiative we introduced a unique patient-focused program by sharing Instax cameras and films with hospitals in India to reduce anxiousness among patients and help them combat COVID-19 with congeniality and affection spread smiles across doctors and nurses working on the frontline during these times. With Instant cameras, doctors or nurses can now effortlessly take a photograph and quickly attach a credit card-sized instant photo print of themselves to their medical gowns. We even conducted an interactive Instax Doodle Art Contest to help our customers utilize their time and give our business a chance to forge an instant connection with them. This year, to spread love, we launched a digital campaign ‘Give love; Gift an Instant Camera’ on Valentine’s Day. Through the campaign, we aimed at emphasizing how each one of us should celebrate unconditional love with all our near and dear ones like a relationship between couples, two sisters, friends, son and mother, siblings, daughter, etc.

We have been witnessing a year-on-year growth for our range of Instax cameras. Despite the pandemic, we are aiming to close our financial year with 90% growth over the last year. We are thrilled to witness how Instax has become a popular choice of gift for consumers and are committed to further strengthen the culture of print photography among consumers in a fresh, cool, and fun way.

What are the changing trends of photography in the country? Photographers in India are experiencing dramatic growth in their market with the advent of DSLRs and mirrorless cameras. The market has grown exponentially with the proliferation of mobile apps and printing technology.

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