Fujifilm India documents the funniest moments on paper

Fujifilm India has launched a campaign titled ‘Keep It Alive’ for its instax’ instant camera and printer range. Conceptualised by Cheil India, the film showcases how instax photo print films can capture the most candid momentum while also retaining the charm of an actual print. 

 

The film begins with a couple celebrating their anniversary party. The couple’s children look at their father and nudge him to go ask their mother for the first dance. The father walks near the lady who’s facing the bar, kneels down and spreads his hands in a romantic pose. Before the lady turns, another lady screams out the man’s name in anger. The man realises that the lady he’s kneeling in front of is not his wife, but a random guest. The lady at the bar too, turns to see what’s happening, while the children capture the father’s pose, who’s still on his knees. 

 

Arun Babu, general manager, electronic imaging, optical device, instax division,

Fujifilm India, said, “The feel of a photo print is a different experience altogether which many today may not be familiar with. The joy of holding a print, using it in different ways, and keeping those as memoirs of moments is beautiful. We are looking for new ways to rekindle the love of physical photos and bring its relevance in the collective consciousness of Gen Z. This campaign will help us with a 360-degree makeover and establish a connection with Gen Z whose lingo is photos hence the origin of Photo lingo. The idea is about a new photo lingo that can capture instax worthy moments in Gen Z life. The possibility of expanding the campaign is limitless.” 

 

The campaign is running across the brand’s digital and social media platforms.