Jindal Photo Films Limited has kicked off a new multi-media campaign, featuring new brand ambassador Aishwarya Rai. The campaign is being complemented by promotional ‘scratch and win’ programme, which begins by mid-November 2001, across 500 Fuji Image Service Centre over 10,000 outlets.
The launch of a new photo roll – Fuji 400 ASA – has been deferred till January 2002. The new campaign come at a time when the photographic industry is battling recession. In the last three months, the industry has slid by 25-30 per cent compared to the last year. Jindal Phto has also scaled down its growth to around four to five per cent from the earlier 10 per cent.
The campaign is centered on a new, long-term brand platform. The company has decided to associate the Fuji brand with the most photographed celebrities. In future also the company will induct personalities from different walks of life.
The TVC, shot by Prahalad Kakkar and handled by creative agency foresight, will stay through till January-end 2002. Jindal Photo’s advertising and promotion budget for the year 2000-01 was around Rs 10 crore.
Jindal Photo expects the aggressive marketing campaign to push its products, especially those targeted at the amateur segment in the wedding season which accounts for 70 per cent of it sales.