With the two seasons of camera purchases being the vacation period (from April to June) and the festive season, a new campaign for the Nikon COOLPIX series of cameras cashes in on the latter, and the celebrations that happen as a part of Diwali. The ad has been created by K&L Arms Communications.
The TVC begins with a young man nervously attempting to light a diwali cracker. Next, he is seen confidently sauntering around in a house brimming with festivities. With his COOLPIX S3000, he goes around catching people at various awkward moments - a child stealing sweets under the table, a couple caught in a romantic embrace; and a decked-up lady tripping on the staircase. In the end, however, everyone has the last laugh when a young woman projects a series of images on the wall with her COOLPIX S1100pj that expose the young man in his earlier attempts to light the cracker. The voiceover then highlights the features of the two cameras.
Speaking on the commercial, Sajjan Kumar, general manager - sales, marketing and services at Nikon India Imaging, said, "We wanted to highlight the technological advancements of our compact camera range and capture the festive mood as well. The campaign will be spread across television, print, radio and in-shop branding."
Reet Ahluwalia, managing director of K&L Arms Communications, added, "The perception was that Nikon is a professional camera for professional users. Our brief was to make it user-friendly, and that can't be done in a rational way; it has to be done through an emotional piece of communication. Hence, the idea was to create a commercial of lighthearted moments."
Title: The last laugh
Advertiser: Nikon India
Creative Agency: K&L Arms Communications
Creative: Executive creative directors - Rumi Mitra and Somen Das
Art director - Rattan Makkar
Client servicing: Abhoy Kumar, Kanji Suzuki, Vivek Tripathi
Production house: QED Films
Director : Imran Khan
Producer : Anju Vaswani