ASIA-PACIFIC – INDIA, JUNE 12, 2013 – The Integer Group India has won the retail and shopper marketing mandate for Fujifilm’s new brand Instax.
Based in Mumbai, Integer India will create a shopper experience through below-the-line marketing activities including retail, activation and one-on-one contact programs. The specialist agency will use spaces and touch points evolving around Instax.
Instax is Fujifilm’s brand of instant still cameras and films, which come in two formats – the original ‘wide’ format, which produces an image approximately 60mm x 99mm in size, and a ‘mini’ 62mm x 46mm size picture.
Managing director Ketan Desai explains, “Integer has been chosen to convert the affinity towards the brand into purchase of the product. It is imperative to understand the shopper consumer mindset before beginning that conversation.” Desai believes that brand loyalty and brand purchase are two different vectors that Integer will bring together for Instax.
