Discarding the idea of having a single celebrity endorser for its brand, Fuji Films has decided to rope in photographers who are specialists in their respective fields.
It has launched a new set of brand endorsers — The Fujifilm Super Six, with some of the best photographers related to different disciplines such as Rajesh Bedi-Wild Life, Pradeep Mandhani-Cricket, Prabuddha Das Gupta-Fashion, Avinash Pasricha-Indian Classical Dance, Ashok Dilwali-Landscapes and Prakash Dubey-Birds.
Mr Rathi Pal, Managing Director, Jindal Photo Films Ltd, told Business Line, "We have decided to use the top photographers in the country and hold photo exhibitions in cities such as Mumbai and Delhi to build the Fuji brand."
For instance, Jindal Photo, the company marketing Fuji Films in India, had held its first photo exhibition in Mumbai recently. It has already put up an exhibition of some of the best pictures of these brand endorsers followed by workshops for the amateur across the country to reach its secondary customers directly. This forms part of its unconventional media activities such as hill carnivals and news insertions. Besides, this year it has also come out with thematic calendar and dairies.
The company has also decided to sponsor a Ms. Photogenic contest of Ms. Mumbai and the winner is expected to endorse Fuji Films for a period of one year.
Meanwhile, the company has been beefing up its share in the amateur camera segment. Jindal Photo had recently launched two low priced analogue cameras targeting the amateur market under the Crystal sub brand. The two models, Crystal 12 and Crystal 20 are pegged at Rs 695 and Rs 895, respectively.
Pitting its latest analogue cameras against Kodak's EC 100 (pegged at Rs 895), which is already the market leader (with almost a 80 per cent share) in the amateur category, Fuji Films is hoping to increase its share in this segment to nearly 20 per cent. At present, Fuji cameras have a mere two per cent share in the amateur segment.