Fujifilm to rely on B2B, B2C marketing for GFX 100 and Premista

A lot of conventional and influencer-based marketing campaigns on the cards

MUMBAI: After a global launch in May, Fujifilm introduced its latest innovation breakthrough in India, the FUJIFILM GFX100 mirrorless digital camera (“GFX100”) and its ‘Premista’ series of lenses. The camera incorporates an image sensor with the world's highest 102 million pixels resolution and unique colour reproduction technology to achieve the world-leading image quality.

Fujifilm India head of image capturing SM Ramprasad told that the prime target consumers for this camera are professional photographers working in commercial industries like fashion and advertising. “This is for all the people who want more details on their images; the images which are meant not to just stay on the monitor but go beyond that. This camera is going to deliver for them.”

He also talked about the newly launched ‘Premista’ series of the lenses which is being targeted at DOPs working in Bollywood as well as the Indian television industry.

Ramprasad said, “We want to establish these lenses as one of the key players in the industry with high-end professional cameras. They have seen how these lenses work on cameras from our X series as a reference mark and over a period of time, these users are going to mature and use the GFX series. So, we are hoping that these lenses will help us in selling both the high-end as well the mid-and lower-end cameras.”

Fujifilm India Pvt Ltd managing director Haruto Iwata added that the cameras are not necessarily meant for the high-end professional users but also for photography enthusiasts even if they are at the amateur level. He noted that Fujifilm is using e-commerce channels like Amazon and Flipkart to make these products accessible to all sorts of consumers who want to give a professional touch to their work.

Speaking about the marketing plan for the products, Ramprasad shared that the primary plan is B2B marketing but it is going to be a mix of B2B and B2C. “For B2C we are planning to use conventional modes like print as well as social media. For B2B, we are focusing on events and workshops,” he said.

Ramprasad further added, “We did a lot of workshops last year as well and this year we are planning to expand further. We have already engaged 15 X-series photographers, who are our influencers. Apart from them, we have enrolled 25 X-mentors who will not only share their knowledge but will also help our customers in understanding how our products can be used to enhance their professional work experience.”

He shared that in the coming few weeks, the company is planning to roll out a number of promotional activities for not just e-shoppers but also patrons of their retail stores as well.

The products were launched on 16 July in Mumbai.  Fujifilm general manager for the imaging product division Toshi Iida told that he was surprised to see the number of pre-orders the product was getting despite its high price point and it was exciting for him to launch the camera in India.

Haruto Iwata said in a press statement, “This is indeed a gratifying moment for us and we are excited to announce the launch of the world's highest 102 million pixels mirrorless camera – GFX100 in India. At Fujifilm India, our endeavour has always been to bind innovation together with service that enhances customer delight. With the launch of GFX100, we have achieved a great milestone in our digital camera business. I am optimistic that the launch will further enhance our presence in India and we will continue introducing cameras that deliver an unparalleled standard of optical brilliance that is sure to delight a photographer’s fantasy.”

Influencers' fashion photographer Dabboo Ratnani and cinematographer Palash Das were also present at the launch.

Dabboo Ratnani said, “It is a matter of great pride for me to be associated with a cult brand like Fujifilm. The new GFX100 camera embodies a new standard of optical excellence with technological brilliance in new mount and optics; retaining Fujifilm’s renowned legacy. Packed with powerful features, the camera displays Fujifilm’s legendary artistry that will empower users to expand the realm of photographic capabilities. With this association, we look forward to an advanced mirrorless camera experience and witness a shift in the existing imaging industry to newer heights.”

Palash Das said, “I was recently honoured to shoot on the Premista 28-100mm large format zoom lens. The lens is indeed a breakthrough with crisper images and proper focal length coverage throughout the zoom range. It has a beautiful flare to it and the bokeh effect is also quite wonderful. My overall experience with the lens is nothing but fantastic and I will encourage more DOPs to use this zoom lens in Bollywood and across the world.”

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