FUJIFILM sharpens focus on instant photography with latest Instax mini SE launch

In a move aimed at capturing the hearts of photography enthusiasts and casual users alike, FUJIFILM India has launched its latest addition to the Instax series, the Instax mini SE. This new offering was unveiled at an event in Mumbai, graced by Bollywood sensation and FUJIFILM India's Instax brand ambassador Kriti Sanon, alongside Koji Wada, Managing Director of FUJIFILM India, and Arun Babu, Associate Director and Head of Digital Camera, Instax & Optical Devices Business at FUJIFILM India.

The Instax series, renowned for its instant photo capabilities, has been a staple in the market since its debut in 1998 with the Instax mini 10. Over the years, it has evolved to include various formats like mini, WIDE, and SQUARE, catering to diverse consumer preferences. Combining nostalgia with modern design, these cameras have become synonymous with vibrant, high-quality prints and user-friendly functionality, making them popular among both seasoned photographers and amateurs.

In an exclusive conversation with CNBC-TV18, Arun Babu highlighted the strategic importance of introducing the Instax mini SE into the Indian market. "The Instax series offers a range of products, from analog and digital cameras to printers, catering specifically to consumers who prefer compact, instant photography solutions," he said. "Our latest addition, the Instax mini SE, embodies simplicity and instant gratification, key elements that resonate strongly with our target audience of Gen Z and millennials."

Babu emphasised the category's robust growth, with sales up by over 50% last year, anticipating further expansion through online and offline channels. "With the introduction of the new entry-level camera, we expect further growth, especially in offline retail stores, national retail chains, regional chains, and our B2C website (

www.instax.in

). We have different strategies for online and offline markets, expecting a substantial portion of our future business to come from online sales."

The Instax mini SE is set to debut exclusively in India, the US, and China. The decision to focus on these three countries highlights FUJIFILM's commitment to tapping into key growth markets. "These countries are significant contributors to our global strategy," Babu explained. "Each market presents unique opportunities for us to expand our footprint and engage with a growing base of photography enthusiasts."

The camera is compact and handy, with basic operations like brightness control for different environments. The entry model allows instant image printing. Digital cameras in the Instax lineup offer more control, such as image editing and print commands. The new camera focuses on simplicity and instant gratification.

Addressing marketing and promotional strategies, Babu elaborated on the brand's comprehensive approach. "We have leveraged influencer marketing, collaborations with fashion shows, music festivals, and other cultural events to amplify our brand presence," he stated.

"Influencer marketing is a significant part of our strategy because our target audience follows influencers for advice on posing, photography, and style. Therefore, we collaborate with many influencers. We also work with fashion photographers who use our cameras to capture images before models walk the ramp," Babu said.

"Additionally, some doctors, such as gynaecologists, use our cameras to take and display images of newborns. Our cameras are versatile, with endless possibilities for use, catering to a broad range of customers. As a result, we sell our products in various stores, including gift shops, toy shops, camera shops, mobile shops, and electronic shops," he added.

"The choice of Kriti Sanon as our brand ambassador further enhances our connection with our target demographic, given her widespread appeal and influence among Gen Z and millennials," he pointed out.

In the dynamic instant photography market, Babu noted a significant shift over the past 2-3 years. "Gen Z and millennial behaviours are evolving, influenced largely by social media's constant connectivity," he observed. "This trend has notably benefited our brand, reflecting substantial growth within Fuji's category."

Highlighting Fuji's market position, he added, "We dominate this category, with limited competition in retail outlets. This allows us to drive category awareness effectively through strategic collaborations."

Regarding customer feedback, Babu emphasised ongoing evolution, stating, "Our R&D, including Japanese engineers, continually integrates user insights post-launch. For instance, certain camera models now feature voice recording capabilities with QR code embedding for personalised messaging — a direct response to consumer input. Innovations such as customisable logos and unique angle capabilities in compact cameras are particularly well-received."

Kriti Sanon, expressing enthusiasm for her association with Instax, remarked, "Joining the Instax family is exciting. The Instax mini SE isn't just a camera; it's a tool to instantly capture and cherish life's moments — stylish and functional, perfect for any occasion."

Koji Wada, Managing Director of FUJIFILM India, highlighted the company's commitment to innovation and customer satisfaction. "Approaching our centennial, FUJIFILM remains dedicated to enhancing happiness and creativity," he affirmed. "The Instax mini SE exemplifies our pledge to deliver innovative, stylish solutions."

Available in green, blue, pink, purple, and light gray, the Instax mini SE is offered in combo packs with 10 or 40 shots of Instax mini format films, priced at ₹8,499 and ₹9,999, respectively, catering to the contemporary consumer's appetite for instant creativity and lasting memories.