Cheil India has introduced a new advertising campaign for the Fujifilm India instax instant camera and printer collection. Titled “Keep It Alive,” the campaign emphasizes how the instax photo print film can capture memories in a trendy way while preserving the traditional appeal of physical prints.
The campaign was rolled out across Fujifilm India’s digital and social media platforms and highlights the unique use of photo print films to fully express emotions. The campaign features short films that demonstrate how instax instant cameras and films play a crucial role in preserving special memories and preventing them from being lost in digital folders.
The first film depicts a family anniversary celebration where the father mistakenly assumes another woman is his wife because of her similar attire, leading to a funny and embarrassing situation captured on instax.
The second film is set at a college Valentine’s Day party and follows two students bragging about a girl they are interested in and the shock they experience when she reveals she’s dating their geeky friend. The girl asks one of the braggarts to take an instax photo of her with her boyfriend.
“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 & Instax Division, Fujifilm India.
Talking about the idea of the films 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.”
Credits:
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 & 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 & Sound Design: Rameet Music
2nd AD: Mihir Bhanushali
2nd AD: Sree Krishna
2nd AD: Shreya Alex
Production Design & 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
