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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.
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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."