MAM

Kodak India shifts focus; now wants to 'celebrate life'

MUMBAI: Kodak India is leaving no stones unturned in an attempt to change the perception of the Indian consumer towards photography.

The aim: To have people click more and more snaps without there being "any special occasion" per se. With an eye on this, the company has launched two products. The first being, the Kodak EC 300 camera at a price of Rs 995, which comes with three Max films and the second being, the Kodak Celebration pack of two Max rolls, priced at Rs 205.

 

 

Kodak's focus is mainly on price points so as to make photography an affordable passion for Indians. The company has dedicated 2005 to the theme of 'Celebration of Life' and is going the whole hog in reaching out to the people with its promotions.

 

 

New television commercials (TVCs), print ads, outdoor, road shows, strategic tie-ups are all part of the marketing plan to promote the concept of taking photographs without an occasion. Speaking to Indiantelevision.com, Kodak India Ltd general manager marketing Sudeep Kolte says, "We will be spreading the theme of celebration across major cities in India in the next couple of months starting March. We have also developed contests on the packages of our cameras and are providing various incentives for people to try the joy of photography."

 

 

With Valentine's Day just around the corner, Kodak has tied up with Rediff.com and coffee major Mocha to promote their initiative. Rediff.com will have a microsite dedicated to Kodak for the month of February, wherein different contests will be hosted. Also, similar contests revolving around the theme of love will be held across all Mocha outlets in Mumbai. Couples coming in to Mocha will be asked to get two photographs clicked - one posed and the other unposed. The best photographed couple will win prizes from Kodak. Road shows, Kolte informs, will happen in conjunction with the other marketing activities lined up. A marketing blitz can be expected from Kodak on various occasions like Holi, Raksha Bandhan, Diwali etc.

Two new commercials have been churned out by Ogilvy & Mather to promote the new initiatives, which will be on air sometime next week. The TVC for Kodak EC 300 camera is created around the idea of owning a camera to capture and relive moments forever. On the other hand, the Kodak Celebration pack TVC encourages consumers to capture the joy of spontaneous moments.

Talking on the same Kodak India LTD vice president marketing operations digital and film imaging systems Ravi Karamcheti says, "Extensive consumer research indicates that most non camera owning households feel the loss of precious moments not captured and among the camera owning households, many consumers have been in a situation, wherein they think that a memorable spontaneous picture should have been recorded. Our Kodak EC 300 automatic camera is designed as the perfect answer for Indians to discover the joys of taking photographs on varied occasions, big and small. The Kodak Celebration Film motivates the consumer to capture all the spontaneous and fun moments, along with the perfectly posed pictures to celebrate special occasions. We want our consumers to celebrate life - The Kodak Way.

Stressing on the fact that the all India penetration of cameras is only 13 per cent and hence there is a huge potential waiting to be tapped, Karamcheti says that Kodak will do all it can to tap the market and change the way Indians look at photography.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/20/luca.jpg?itok=pG-joEID
Mondelez International elevates Luca Zaramella as EVP CFO

Mondelez International has elevated Luca Zaramella, appointing him as EVP chief finance officer.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/20/ranveer.jpg?itok=4IkMY_CR
Can Ranveer Singh breathe life into the Swiss tourism industry?

MUMBAI: Everyone loves a little vacation once a year. They say, Travel makes one modest, you see what a tiny place you occupy in the world. The tourism industry today is booming with the number of people travelling to foreign destinations witnessing a three-fold rise.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/20/pack.jpg?itok=cpHATQn6
Neha Kakkar pays Tribute to Friendship with Mindshare, Y-Films & Brooke Bond Red Label’s 6 Pack Band 2.0

Neha Kakkar, one of the most popular singers of this generation, known for her chartbusters like Chull, Kaala Chashma, London Thumakda and more has now extended support for mental health & disability by cutting a new single with a special needs band. The band created by Mindshare & Yash Raj...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/nucleus.jpg?itok=NN2IJQsL
Nucleus wins PR mandate for Zolostays

Nucleus Public Relation has bagged the PR mandate for Zolostays, a co-living solutions provider, as it looks to enhance its brand visibility in India. Zolostays offers affordable, fully managed accommodations, which include food, utilities and housekeeping services.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/pradeep.jpg?itok=fr8Pv-PV
Uber appoints Pradeep Parameswaran as its new India head

Ride-sharing app Uber on Tuesday appointed Pradeep Parameshwaran as its new India and Asia head. The company's move is in line with its aim to double down on its investment in the country, as it looks to grab market share from home-grown rival Ola (ANI Technologies Pvt Ltd).

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/goal.jpg?itok=0hBJnd6r
Adidas wakes up entire neighbourhood to celebrate Football

Dentsu Aegis Network’s flagship media agency Carat, has partnered with the network’s OOH agency Posterscope, to launch a massive campaign for FIFA World cup 2018. The idea was to create buzz and excitement around FIFA and to own conversations around the World cup for Adidas in a cricket dominated...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/choice.jpg?itok=U7_vGu3m
Blush’s latest video titled ‘The Choice’ in association with Indira IVF

Indira IVF, in collaboration with Culture Machine’s digital channel ‘Blush’, released a video titled ‘The Choice’, as a part of Blush's on-going Mothers & Daughters series.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/arun.jpg?itok=Bp0jNGTf
Arun Sharma elevated to COO for Delhi business at Initiative

Initiative, which is a full-service media agency from IPG Mediabrands, has promoted Arun Sharma to the role of chief operating officer for Delhi business.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/oprah.jpg?itok=ejnr-wOD
Apple signs multi-year deal with Oprah Winfrey

MUMBAI: Remember the Oprah Winfrey show? The unstoppable business woman  behind the show has now signed a multi-year content partnership with technology company Apple. Winfrey will work with the iPhone maker to produce TV shows for its forthcoming streaming service. Winfrey is a renowned media...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories