FUJIFILM's first-ever TV Commercial

VARINDIA- INDIA'S FRONTLINE IT MAGAZINE

FUJIFILM India has entered the Indian electronic ad space. 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.

Fujifilm is now focussing 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 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 Rs.20 crore. 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, Managing Director, 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.

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