BWI: Nikon Launches its First ‘COOLPIX’ TV Campaign

Press release from Business Wire India
Source: Nikon India
Wednesday, March 24, 2010 11:11 AM IST (05:41 AM GMT)
Editors: General: Consumer interest, Entertainment, Fashion, Lifestyle, Travel & tourism; Business: Advertising, PR & marketing, Commodities & materials, Electronic appliances & components, Media & entertainment, Travel & tourism; Technology
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Nikon Launches its First 'COOLPIX' TV Campaign
Targets 15% Growth by End of 2010

New Delhi, Delhi, India, Wednesday, March 24, 2010 -- (Business Wire India) -- 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.

About Nikon India

Nikon India distributes markets and services the complete range of Nikon imaging products, including its Nikon D-SLR as well as its compact camera, the Nikon COOLPIX and a range of NIKKOR lenses and service and repair of Industrial products. These include microscopes and technical measuring instruments.

Nikon's D-SLR range of three recently introduced cameras - D3S is a multipurpose and all rounder professional camera; the D300s & D3000 combine professional-level performance with agility and easy-to-use interface to create affordable, approachable pro-level and entry-level D-SLR cameras, which will completely invigorate photography for its consumers. In the COOLPIX compact camera category, Nikon has four new models namely S1000pj, S70, S640 and S570. The S1000pj is the world's first Compact camera to have a built-in projector.

This financial year also saw the introduction of D3X, D5000 and 12 compact cameras making a wide range of line-up of 7 D-SLR camera and 12 COOLPIX compact camera models.

With offices in Mumbai, Kolkata and another one to be opened in the southern region, Nikon is strengthening its distribution network all across India. The company has established total of fifteen ASCs (authorized service centers) for complete service support for Nikon customers.

Nikon has also set up D-SLR and COOLPIX zones in Delhi NCR, Bangalore, Hyderabad and Mumbai which showcase the entire range of D-SLR cameras, COOLPIX cameras and an elaborate range of NIKKOR lenses. These zones allow consumers, both professional and amateurs get to touch, feel and experience the Nikon cameras with combination of lenses and other accessories providing expert guidance, technical knowhow all under one roof.

Nikon Corporation: Japan

Founded in 1917 as Nippon Kōgaku; the company was renamed in 1988 as Nikon Corporation. Nikon has truly evolved as an institution of creativity in imaging arena, Semi conductors, Industrial Equipments and specialized in optics as well. Nikon technologies are active not only in Nikon's core products such as cameras, microscopes and IC steppers/scanners, but they also squarely support innovation in leading-edge science, and they contribute to the development of society and industry as a whole.

Nikon Corporation, Imaging Company announced the worldwide launch of Nikon Next (www.nikonnext.com). Nikon Next site will serve as a new type of imaging gallery for the exhibition of works taking electronic visual displays as the final means of expression in a wide variety of formats, including still images, movies, text and audio, and Flash files, by established artists in the photography industry along with up-and-coming photographers and imaging artists who will serve as the backbone of the photo imaging culture to come. Visitors to the site will be able to search works by artist name or shooting location.


Nikon Website: www.nikon.co.in
Service id: nindsupport@nikonoa.net
Sales & Support enquiries id: nindsales@nikonoa.net

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CONTACT DETAILS
Sona Endow, Nikon India, +91-9891944882, sendow@ipanhillandknowlton.com
Pooja Doshi, Nikon India, +91-9654208688, pdoshi@ipanhillandknowlton.com

KEYWORDS
CONSUMER, ENTERTAINMENT, FASHION, LIFESTYLE, TOURISM, MARKETING, COMMODITIES, ELECTRONICS, MEDIA, TRAVEL, TECHNOLOGY

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