New Delhi: Nikon, a leader in imaging Technology, for the first time ever launches ‘Capture more. Feel more.’ TV campaign for the ‘COOLPIX’ range of cameras in India. The lively campaign targeted towards young camera enthusiasts commences on 23rd March striking on all premier channels across India. The campaign will also be followed by print and other BTL activities in the next phase of campaign roll out. The pan India campaign is set to pick up momentum during the months of April and June.
Mr Hidehiko Tanaka, Managing Director, Nikon India said, “It is a moment of pride and excitement, launching first TVCF. Last year was an extremely rewarding year for Nikon; the compact camera market share increased from 6% to 13% and a robust 45% from 37% in the D-SLR segment. Our projections for this fiscal year are robust yet realistic; we aim to touch a 15% and 50% market share respectively in the two categories. This is a giant leap for Nikon India and its imperative we invest more in developing our customer base further. Photo culture in India is yet to evolve and Nikon sees a huge photography potential in India. Customers need to be educated and informed on imaging technology and Nikon has some plans to initiate that in the next few months.”
This campaign adopts a brilliant strategy of ‘capturing memories’ with a Nikon COOLPIX in their most original form – images that come alive, sense of excitement and a timeless feel that lasts in the form of pictures. The campaign is conceptualized with ‘Capturing refreshing and memorable holiday moments’ as an overlying message. The uniqueness of the TV commercial unravels from the fact that this film focuses on simplicity and underlining the basic functionality and utility of cameras. Targeted towards the young audience that loves travel and adventure, the strategic intent of the campaign is to promote Nikon COOLPIX brand revolving around the ‘holiday theme’. Nikon, through this campaign highlights – if planning a holiday, Nikon COOLPIX camera is a must. The soul of the film encapsulated in “ capture more, feel more ” is a reflection of one’s travel / holiday plan to capture precious moments making them memorable and last forever.
The creative idea uses a regular life situation to bring out the simplicity in celebrating life and its memorable moments. The campaign idea is developed by K & L Arms and the TVCF is shot by Virtual Reality, a renowned production house.
Commenting on the making of the TVCF Mr Reet Ahluwalia of K & L Arms said , “The key objective of the TVCF is to express how easy and simple it is to use a COOLPIX besides the cool range of colours. The story of the boy, the girl and an over anxious father should appeal to the young target audience.” Shot in Goa the TVCF captures the emotions of the characters with a background of blue sea , goan architecture and the carnival experience, Goa is famous as a tourist destination.