Fujifilm India awards digital mandate to Ignitee

Photography equipment maker, Fujifilm India has appointed Ignitee Digital to manage its social media campaigns and digital communication.

The win is a result of a multi-agency pitch, which took place over three rounds.

Fujifilm said in a statement that it hopes to 'connect with the immense tech-savvy Indian youth with the objective of providing the consumers with more opportunities to interact and engage with the brand'. Towards this end, Ignitee will manage consumer engagement across social networking sites and digital media planning and buying across platforms.

On the win, Ranjoy Dey, COO, Ignitee Digital Services, commented, “We are thrilled about partnering with Fujifilm. Digital these days is the fastest growing medium and every brand needs a clutter breaking campaign in the digital sphere in order to be noticed. We are looking forward to the unique challenge to create a distinct and cutting-edge platform on digital media for the brand. We strongly believe that our approach and ideas for Fujifilm will bring forward the unique value proposition of the brand and its products – attracting the right set of consumers for an engaging interaction.”

“In our competitive market segment, through social media as a key medium, Fujifilm intends to highlight its young and contemporary brand imagery and bring its target audience closer to the brand. For this, we have chosen Ignitee Digital as our partner, keeping in mind their expertise and differentiated thinking on utilising social media for leading brands. We are looking forward to an exciting association,” added Sriwant Wariz, national marketing manager, Fujifilm, on getting Ignitee Digital Services on board.

According to Wariz, the spends on digital account for 3 per cent of the marketing expenses now; this would go up to 5 per cent in 2013.