Jindal Photo inks a new move for Fuji

As part of its marketing initiatives, Jindal Photo Ltd (JPL) - the sole distributor for Fujifilms in India - has entered into brand endorsement agreements with six professional photographers in the country with whom it will organise photo-exhibitions across the country. The first in the series of exhibitions was kicked off here today.

The latest initiative comes a couple of months after the company's contract with Aishwarya Rai, brand ambassador for Fujifilms for two years, came to an end.

On display at the exhibition will be a collection of photographs shot by Rajesh Bedi, Prabuddha Dasgupta, Avinash Pasricha, Pradeep Mandhani, Ashok Dilwali and Prakash Dubey, all of whom have signed up as brand endorsers for Fujifilms.

"This is one of the many steps that we plan to take to promote photography as a hobby and a vocation among youth. Less than 10 per cent of the population is into amateur photography which is our current focus. The objective behind organising these events is to enable amateur photographers interact with renowned professionals," said RB Pal, managing director of JPL, at a press conference here today.

In addition to these exhibitions - which will involve interactive sessions for amateur photographers with the brand endorsers - the company has continued its other below-the-line promotional activities. It organises a minimum of two workshops every month at different locations in the country.

However, a switch back to television and a new brand ambassador at a later stage are options that are not entirely being ruled out by the company.

JPL grossed a turnover of Rs 442 crore in the previous financial year. It is eyeing a turnover of Rs 500 crore in 2003-04.

The photography market is growing at a rate of 8-10 per cent per annum with a total market size 90 million rolls.