Brands
Fujifilm’s new film goes the extra mile for care
MUMBAI: It is not every day that a brand film manages to climb both altitude and emotion, but Fujifilm India’s latest story proves that good healthcare really can go uphill. The company has released “Healthcare Technology that Transcends,” a cinematic entry in its “Stories of more smiles” series, bringing a real-life tale of grit, compassion and innovation from the lofty landscapes of Spiti Valley.
Shot over three days with a crew of more than fifty, the film turns the snow-laced terrain of Key Monastery and Langza Village into a striking backdrop for a story that is as grounded as it is grand. At its centre is Rohini, a healthcare worker who journeys across harsh terrain and narrow mountain passes to deliver medical care to communities far from any clinic.
The narrative draws from the work of the Apollo Telemedicine Networking Foundation team, the backbone of Fujifilm India’s “Care on Wheels” sustainability initiative. The mobile healthcare camps have reached more than fifteen thousand people in Himachal Pradesh, providing vital screenings and blood chemistry tests while braving thin air and sub-zero temperatures. Their dedication becomes the film’s heartbeat, captured through smiles, relief and moments of hope.
Fujifilm India managing director Koji Wada, said the film reflects the company’s belief in combining innovation with purpose. He noted that the organisation aims to create solutions that bring joy and smiles to the world while using technology as a bridge to better healthcare.
Corporate communications and CSR vertical head Abhi Shekhar Singh shared that the idea was sparked during field visits after the launch of “Care on Wheels” in Mandi and neighbouring districts. He added that the real-life resilience of workers and the impact of Fujifilm’s technology deserved to be transformed into a story that could inspire the wider healthcare community. Despite the cold and the challenges of shooting at high altitude, the team at CTA Communications and Bad Studio Productions remained committed to telling the story authentically.
Filmed using Fujifilm Fujinon Premista Cine Lenses, “Healthcare Technology that Transcends” combines cinematic craft with human warmth. It serves as both a tribute to healthcare professionals working in remote areas and a reminder of Fujifilm India’s continued focus on accessible healthcare.
By blending technology, empathy and storytelling, the brand continues its mission of giving the world more smiles, one remote valley at a time.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
