Arati Rao
Nov 04, 2010

Nikon COOLPIX woos consumers with Diwali-centric ad

The campaign has been created by K&L Arms Communications

Nikon COOLPIX woos consumers with Diwali-centric ad

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."



Film

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

Source:
Campaign India

Related Articles

Just Published

11 hours ago

WPP has appointed Cindy Rose, a senior Microsoft ...

She is already a WPP non-executive director on its board.

16 hours ago

Small town, big spark: Solar flips the script

Adani’s new campaign highlights rural transformation, but also exposes urban assumptions about who gets access to progress.

17 hours ago

Beyond Cannes: Why creativity needs unlearning, not ...

Some of India's creative leaders reflect on their experiences at Cannes, from rethinking the definition of creativity to pushing past category norms at Cannes Homecoming.

19 hours ago

Linda Yaccarino steps down as CEO of X

Yaccarino wrote on X that she will ‘cheer’ on the company’s remaining team as they ‘continue to change the world.’