MAM
Kodak India shifts focus; now wants to ‘celebrate life’
MUMBAI: Kodak India is leaving no stones unturned in an attempt to change the perception of the Indian consumer towards photography.
The aim: To have people click more and more snaps without there being “any special occasion” per se. With an eye on this, the company has launched two products. The first being, the Kodak EC 300 camera at a price of Rs 995, which comes with three Max films and the second being, the Kodak Celebration pack of two Max rolls, priced at Rs 205.
Kodak’s focus is mainly on price points so as to make photography an affordable passion for Indians. The company has dedicated 2005 to the theme of ‘Celebration of Life’ and is going the whole hog in reaching out to the people with its promotions.
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.”
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.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
