Creative & Digital responsibilities for India
FY 19-20 and 20-21
Fujifilm started a global revolution with its range of instant cameras – a move at reaching out to new age consumers with products which are unique and brings out nostalgia of real touch and feel of print. It was an instant hit in the US and other markets. But in India – it was just getting started.
When the brand mandate for India was won by Leo Digital – our vision for the brand was clear – go beyond the brands traditional consumers in India and build brand recall among young consumers .
We took advantage of growing influence of Instagram influencers and positioned Instax as a lifestyle and fashion brand, an instagramable gadget, a perfect gift for teens and gen x consumers.
The brand signed a deal with Alia Bhatt – the undisputed favourite of younger audience and a celebrity with more than 60 Million followers on Instagram.
We kickstarted a large brand campaign with brand films which was amplified across Instagram and YouTube with a supporting 360 degree campaign on Print, Outdoor and PR initiatives.
The next festival season – we recorded multi fold growth on our sales with product awareness and brand recall reaching all time high.
Our other key interventions included revamping the India Webite with an e-commerce at par with its Globlesite, content creation specific to Indian context on flat-lays and a series of films targeting multiple audience segment including corporate gifting.
By end of our tenure of 2 years – we had successfully repositioned Brand Instax in Indian market – making it an aspiring brand among young audience. The brand also moved its AOV with push to its premium product range.
