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‘Our Cameras don’t have the Capability of our Eyes’ – Varun Aditya

Varun Aditya’s journey is one of dedication and perseverance. A journey that found his calling in photography and a passion that derived from nature. In this interview he takes us through that journey and more: Excerpts


How did photography happen? And how did you go about pursuing this dream?


I was doing my post-graduation in London and being an introvert, I always wanted to travel to open up. Aided by the fact that my parents were also travellers, that and the Western Ghats close to the Coimbatore where I resided influenced me a lot. I bought my first camera at the end of 2010 and shot London and posted that on social media platforms of those days. I started getting appreciation and that motivated me a lot.



Once while clicking an aircraft I accidentally clicked a bird in flight and got fascinated with the image. I tried recreating it, but realised that it wasn’t easy and that you have to follow their pattern. The more I started following nature, I started falling in love with it. That is how nature and wildlife started. In 2013, I started doing safaris, my first safari was in Bandipur, Karnataka and that is where I saw my first tiger, leopards and spotted deer’s and all these beautiful animals made me fell in love with nature. And that’s when I realised that this is my passion.



What inspires you about wildlife photography?


Nature, light and the animals. In my journey to understanding nature and photography, somewhere in between I fell in love with light, especially after my first safari in Bandipur. I play a lot with light and that is what inspires me when it comes to animals as well. And the more time I spent in nature with animals, I really started liking them a lot. As the saying goes ‘animals are better than humans’, I genuinely feel that they are more responsible than us. They do a lot more than human beings and I have really learnt from animals.




What are the practical difficulties that a photographer faces while shooting wildlife?


The practical difficulty that we face are unlike the other genre, except street photography. Wildlife and street photography are similar, nothing’s going to pose for you. Wildlife photography gets even trickier because the practical difficulty we face is that we got to be lucky, you really can’t create the scene. You have to wait for the scene, decide and be active with your presence of mind.


You get less than 60 seconds to shoot a cat in the Indian jungles since they are thick. Which means you have to be there at the right time, the right moment, right weather, right light and the right background. If these factors don’t align, then it is something that you have to master, which I am also in the process of doing. But in this pandemic, I have learnt that when you limit yourself with what you have then you can sharpen your creative skills. I worked on that during this lockdown and realised the difference it made when I did my first safari post the lockdown in Bandipur.



What level of research is needed before going out on the field? Is it important to know a lot about animal behaviour to get the perfect shot?


There is a lot of research that we do, but my secret is that I usually prefer to go to places in the off season. For instance, when I wanted to go Masai Mara, I went in the off season and got the idea about what I had to do for the next 10 trips. It is also advisable to go as per the weather conditions, I choose a place according to the weather, like if it is the best to go to Masai Mara is between August or September then I prefer going in November when no one would show up because of the rain. But now with global warming things are becoming unpredictable in terms of the weather as well.



Animal behaviour is important and I have learnt a lot from my mistakes over time. For instance, I would photograph lions during the day in Masai Marawhen they would only sleep. Since they sleep for over 18 hours during the daytime, they are awake in the night, which is the best time to photograph them. Similarly, capturing a cheetahwhile hunting. It is important to know that a cheetahalong with their cubs hunt a lot more, so tracking when was their last meal. This helps in being at the right place at the right time.


Another example closer to home when we track tigers and leopardsthen they always choose the same path most of the time. Or birds, they always visit a place at the same time, especially when they are feeding. These are the animal behaviours that we learn eventually from our experience which is very fascinating to learn.



How can you as a photographer help protect wildlife and conservation?


As a photographer, there are two ways that you can help in conservation. You can ask your followers to visit safaris since half of that price goes to conversation. You can also spread positivity with your pictures as a photographer. Another way to contribute is to donate to wildlife societies that work on wildlife conversation. As a wildlife photographer we can influence viewers with our pictures and I am proud to be such an influencer, since it really works.



Are there any species/animals that you will happily photograph again and again?


I am not a species driven person, to me an elephant or a pen or my mom is all the same. I try my best to capture that frame and convey a story. For me it is all about composition. But having said that, any monkey family gives you a lot of photography opportunity and that’s what I love about monkeys. Because whenever I find them they are always active, they do something or the other and support my frames. So yeah if I want to photograph any animal/species that will be any monkey.



Your image for Nat Geo’s Nature Photographer of the Year for animal portrait is incredible. How did you get that?


It was with my friend Arvind Ramamurthy who decided to go there. A place called Amboli, and it comes alive when it rains with a lot of frogs, snakes, etc. We went there to photograph the Malabar Gliding Frog and that was the first day out in the woods, we went there for three nights. We started photographing frogs and my friend spotted a Green Vine Snake, it was just 15-16 cm, very small.


The environment was beautiful and I decided to change to a wide lens from a macro lens. Others were reluctant since it was raining, but I don’t really care about the gear, I care more about the picture. So I shifted from macro lens to wide angle 16-35mm f/4 lens and I started photographing. It was really challenging as the picture was getting fogged up a lot because it was raining again and again, I had to clean the lens front element and click every time. The picture was foggy so I had to use the dehaze in the post-processing a lot which I don’t usually do. Thanks to the snake it stayed there posing for about 15 minutes.


It was a beautiful learning experience for me because that particular picture of Green Vine Snake, I named it ‘Dragging you deep into the woods’. I loved the image and the composition really conveyed the story I wanted.



Post-Processing of images has now become a common trend. Do you advise its use?


Post-processing actually depends on the image, I sit on an image for 5 minutes to an hour depending on what the image or the scene demands. I usually look for backgrounds and if I find the subject first then I follow two main rules, avoid what is distracting and include what is good. And the same thing in post-processing avoid what is distracting and enhance what is good, so it is an art of enhancing. It is really important to embrace the trend.


It was really tough for me to start learning post processing, but it is such a beautiful thing and altogether a different art of enhancing images. Our cameras do not have a capability of our eyes, our eyes have HDR, it can balance highlights and shadows and our cameras can’t do that. I don’t like cloning, removing or adding a subject. That is called digital manipulation and it works for people who like it. That is a different art. My peace comes in when I do what I love. For me it is the basic post-processing which includes highlights, shadows, whites, blacks, a bit of vibrance, I use a lot of brush as well and just the fundamentals. I would recommend people to use it, it is a good thing.



What advice would you give to young photographers who are just starting out and considering pursuing a career in wildlife photography?


My advice would be that passion will find you, don’t go searching for it. Be alive, keep thinking about what you are good at and keep trying new stuff, be adventurous. You never know what knocks your door and that can be your calling. The advice I would like to give being a wildlife photographer, to make a living out of wildlife photography is really tough. I spent six years jobless, a good portfolio on Instagram and Facebook and my website and I have one or two books as well. It took time and also it took two awards for me to get the confidence to do it professionally.


There are two ways to earn professionally in this genre. One is to teach and other is to collaborate with brands. I started teaching in 2016 by way of workshops and photography tours. And now with the number of followers that we have we approach brands that pay us.


It took me six years and it can be less for you with the world growing, be good at your work and try to be unique that’s the main thing I would say.



What are your favourite places to shoot and if you could recommend some places for our readers to shoot at?


I choose places depending on the weather, so the bunch of places that I can recommend if people are from North then I will suggest Jim Corbett in the end of April, May and June for the elephants and Kaziranga at the end of March or April when it starts to rain. I recommend Kabini for the beautiful trees and leopards and lot of cats. I recommend Kanha for the jungle since it is beautiful.


If you are looking for a National Park then it is Bandipur, Kabini as all the South India national parks are open throughout the year. I recommend Ranthambore for a lot of tigers in unique habitat, but I still to visit Ranthambore not in summer but in monsoon and winter season if you want some great photographs, starting from November to January the park is closed, sometimes they open the Zone no. 6 and 10 and maybe Zone no. 7 as well.

SENNHEISER MKE 200 MIC Review

Sennheiser recently launched the Sennheiser MKE 200, a budget friendly mic for content creators and upcoming youtubers that have entered the world of video. In this article we have reviewed the latest and affordable microphone from the MKE lineup by Sennheiser, which works with both your cameras and smart devices.


To see the Video Review on our YouTube channel click: https://youtu.be/mlJNTiC9H88


Design:


In terms of design, the mic is really compact, stylish and minimalistic. It can actually fit inside your palm and Sennheiser has done a good job when it comes to understanding what the customer needs and its product placement. It really is an idiot proof mic that works as a plug and play design. You just mount it on the camera or smartphone and its ready to use.


Although it uses plastic, the MKE 200 is well built and features only a 3.5mm jack in the front and nothing else. It doesn’t even need batteries and draws the power from your camera or smartphone using the same cable. But a light indicator would’ve been good to show if the mic was on and working.


A Directional Mic


The MKE 200 is the most budget friendly direction mic in the MKE line-up. A directional mic records the sound from the front and a minor sound from the sides. The sounds from back are slightly softer. The built-in mics of the cameras that we use are omnidirectional which means they record the sound from all directions. And this is also the case with some of the more expensive mics that you use.


The microphone comes with a clever internal shock-mount which acoustically decouples the capsule from the housing. To reduce the wind noise, Sennheiser has designed the MKE 200 with an integrated layer of protective mesh inside the housing. This protection is further enhanced by using the included dead cat cover that comes in the box.


Performance:


Sound recorded from the front:


In terms of sound quality the mic does a good job of recording the sound. It captures the sound coming its way clearly and like any other outdoor scenario it will capture ambient noise as well. But if you are using an external microphone then we assume that you will post-process your sound to eliminate other sound.


Sound recorded from front (5 ft):


In order to check the throw of the mic we tested it from a distance of 5 feet to check its performance. The sound was decent and again it did record ambient sound.


Wind cancellation:


We also recorded the sound in a windy situation with and without the dead cat cover, which is included in the box. The deadcat also does a good job of reducing the wind and high pitch noises.


Sides and Back:


We recorded the sound from sides and backs and the sound is much softer from the sides and is almost negligible when using it from the back.


Conclusion:


For a Rs. 8,490 mic the Sennheiser MKE 200 performs well across all the tests. Sennheiser has really understood the needs of someone who is beginning to shoot videos. The mic is really compact, small and idiot proof that does the task well. So, if you are starting out in shooting videos or vlogging and looking for an budget friendly mic, then the Sennheiser MKE 200 is surely the mic you are looking for.





Sennheiser introduces MKE 200 Directional Mic in India and Review

Sennheiser has introduced its new MKE 200 directional mic in India as part of its portfolio for audio-for-video microphones. The mini-microphone is designed for easy on-camera use with DSLRs and mirrorless cameras as well as mobile devices.


The MKE 200 will be made available exclusively at Amazon.com from 28 September 2020 at a price tag for Rs. 8,490. The MKE 200 is the budget offering for amateurs and newbies that are looking to shoot and record video content using their cameras and smartdevices.


We are thrilled to launch of Sennheiser MKE 200 on camera microphone in India. Over the past few years, we have witnessed a significant rise of content creators in India. Due to this, Audio for Video segment has seen a growing demand for wireless audio devices. Capturing high quality sound is imperative to garner subscribers and followers,” said Vipin Pungalia, Director, Professional Segment, Sennheiser India.


The MKE 200 features a directional design that captures the sound of your subject. The microphone is fitted with an clever internal shock-mount which acoustically decouples the capsule from the housing. To protect from wind noise, Sennheiser has designed the MKE 200 with an integrated layer of protective mesh inside the housing. This protection is further enhanced by using the included furry windshield when filming outdoors.


Visit our YouTube channel for full review



Fujifilm launches Instax SQUARE SQ1

Fujifilm launched the instax SQUARE SQ1 Instant camera today, which is its new addition is an analog, square camera and creates square format instant prints at 1.5 times the size of its instax mini counterparts. One of the key features of the new addition to this Instax range is its automatic exposure. This function automatically senses the level of ambient light when the shutter button is pressed, and optimizes the shutter speed and flash output according to lighting conditions.


Apart from the camera the brand has also introduced two new instant film varieties; the Square Rainbow film and the Square Monochrome film. The SQUARE SQ1 will be available in three colours Terracotta Orange, Glacier Blue and Chalk White with bookings available from 24th September on Amazon and Flipkart, at an MRP of 10,999.



Instax Square Rainbow Film




Instax Square Monochrome Film


Masaki Zenko, Head of Instax division and Senior manager of Photo Imaging division, Fujifilm India said, “The instax SQUARE SQ1 will fit right in with our creative, expressive user base and allow them to create compelling new instant prints.”


The camera is a perfect amalgamation of the olden days nostalgia with respect to its films and the new age sleek design,” added Kunal Girotra, National Business Manager Instax Division, Fujifilm India. 

Sony announces lightest full-frame mirrorless camera A7C for $1,799


Pic: Sony A7C


If you are a fan of the Alpha series cameras and compact light bodies then there is some exciting news that come from Sony. They just announced that the A7C model, which is expected to be the smallest and lightest Alpha range camera built yet. 


In terms of look the A7C looks similar to their APS-C line up of cameras and it will be interesting to see how they’ve managed to fit a full-frame sensor into that tiny body. The camera measures 124.0mm x 71.1mm x 59.7mm and weighs 509g. 


It features a 24.2-megapixel full-frame sensor with in-body image stabilization and a standard ISO range of up to 51,200. The camera is capable of shooting up to 10fps with autoexposure can also shoot 4k videos at 30 fps and 1080p/120fps video. It will be interesting to see if there will be any limitations on the recording time or if the camera heats up while shooting 4k. The body has USB-C, Wi-Fi, and a vari-angle 3-inch 921,000-dot LCD. The Alpha 7C also supports 16-bit processing and 14-bit RAW output for natural gradations.


Apart from the camera Sony has also developed a new kit lens to pair with the A7C. It’s a 28-60mm f4-5.6 zoom that’s just 45mm long when retracted. The price of the body only is at $1,799 and the price for India might be announced soon. The camera is almost $200 lesser than the A7 III. 

Electro-Chromic Glass will be the future: Siddhant Narayan from OnePlus

Electro-Chromic Glass will be the future

As a brand OnePlus has always been committed to its community, and if you’ve followed their journey then you would know what an important role they’ve played. Last year OnePlus introduced their Shot On OnePlus (SOOP) campaign with its second edition starting this year. Bhavya Desai spoke to Siddhant Narayan, Head of marketing – India, OnePlus on the story of the second campaign and more. Excerpts:


What was the objective behind initiating SOOP?

At OnePlus, our community has played an essential role in our journey in India. They have been instrumental in shaping our identity across several aspects. Our strong and diverse community of 5-million Indians are tied together by their passion for great technology. With a powerful smartphone camera in hand, we wanted to empower our community to capture images like a professional and also provide a platform to share their photos. 



How is the 2nd campaign unique and different from the previous edition?


The current campaign is about how crucial every second is to the pursuit of greatness and how OnePlus cameras help you gain an edge over the others with its features. The current campaign is designed around 3 professionals from various disciplines and entails the decisiveness of a single second and how it tells a story. It completely depends on every individual on how they want to utilise it as, and with a OnePlus by their side, it gives them the added advantage to hold every second and utilise it to the core. 


While having the 3 professionals chosen for the 2nd campaign is great, do you feel if pushing the boundaries of photography was the objective with SOOP then a photographer would’ve been the more logical/natural choice?

The Story of a Second campaign is not limited by profession, we wanted to showcase achievers in diverse fields to really bring the campaign to life and resonate with a wider trajectory of people. The pursuit of greatness in any profession demands years of hardwork and perseverance. The culmination of this hard work and passion through the years can often be narrowed down to some of the most crucial moments that sets apart true achievers from the rest.  The entire story and the journey of success can be attributed to that one decisive second in the life of an athlete, a musician, a gamer – This is the story of that second. By showcasing the stories of these 3 different people, in 3 completely diverse professions, we could best highlight the importance of a second. 

While these professions are different from photographers, however, they also use their smartphone cameras to click their special moments and couple as photographs which eventually are used for professional purposes. 


The Three Achievers featured this year:

The film describes how a gamer – Zara Rebello – uses the OnePlus 8 Pro and its 90 FPS feature to better her skills, while the drummer – Tom Liben – uses the OIS feature to record his videos while drumming which captures every beat, whereas Bharath Pereira – the climber – has his profession inclined towards how he times his journey to the top using every inch of muscle and energy at the right time. 


With the cameras of smart devices becoming increasingly important and one of the key USPs for customers, what is the weightage in terms of importance given to the camera while developing new devices?

Community feedback has always been at the crux of all OnePlus offerings as well the features that we improve and develop on. The camera on our devices has been a key focus area for two reasons, its significance to our community and its importance in elevating the overall user experience. For this reason, The India R&D team has a dedicated camera software team that has diligently worked towards creating unique, customized tuning for specific scenarios for the Indian customer base. 

According to CIPA, a Japan-based industry group, worldwide camera shipments dropped by 84 percent between 2010 and 2018. The single most important factor to have triggered the slump is the rise of the smartphone camera. Also, as per a research by GWI, top frustrations with the current mid-range smartphone segment has been the camera quality (16%) and with the most recent launch of the OnePlus Nord, we wanted to address current user frustrations with mid-range smartphones, especially in terms of the camera. 

Our growing community of users, that had shown a strong desire for a more affordable smartphone that incorporates OnePlus’ flagship-level product and user experience standards, and that is what we gave them with the OnePlus Nord. Hence, providing the best possible camera at an affordable price was a focus for us as per the requirements we gauged from our community. While our flagship series – the OnePlus 8 series – and our legacy devices share the same philosophy of providing the possible camera experience, the need to further enhance our offerings in line with our community feedback has been integral to the growth of OnePlus. 

Even though the OnePlus Nord fits within the affordable segment, it was the first OnePlus device to offer a front ultra-wide selfie. The R&D team worked tirelessly towards developing software solutions that effectively utilized camera sensors to their highest capacity, thereby helping acquire great quality selfies for larger groups. Another example of delivering a supreme camera experience to our users would be the focus on optical image stabilization on the OnePlus Nord. The Nord is one of the only devices equipped with OIS at a similar price point as it’s competitors. 

Our team of specialists at the India R&D facility have and continue to be committed to conceptualizing  breakthrough developments in terms of camera technology with the aim building on our inherent promise  of a burdenless user experience.


While OnePlus is extremely appreciated by the community and customers, there still seems to be some room for improvement when it comes to the camera performance. What are your thoughts on the same?

The camera will always be a key focus area for us at OnePlus given its importance to our community. Our aim is to improve on every feature and aspect of our device with the launch of new generations. We work very closely with enthusiastic community members by hosting focus group sessions as well as try to engage with several of them individually in order to acquire valuable feedback on how to improve, further innovate and enhance our user experience. 

For our recently launched flagship series, the OnePlus 8 Pro was equipped with the company’s first quad-camera system to cater to the needs of even the most demanding photographers and videographers. Also, the OnePlus 8 equipped with a Spectra 480 Image Signal Processor, which processes four times more pixels than before, the OnePlus 8 can take even clearer shots with advanced image processing like HDR. 

And our latest offering, the OnePlus Nord, we worked towards providing the Optimal Image Stabilisation (OIS) feature which makes the video feel it had been shot with a gimbal, reducing the stutters and recording 4K video at 60 FPS, a feature only available on the OnePlus device in the price segment.


OnePlus 8 series in different colours

How has the response been thus far for the 8 series and the Nord?

We are excited with the response we have received for the OnePlus 8 series as well as the recently launched, Nord. Targeted towards the premium and ultra-premium smartphone market where users opt for devices with the best of technology, the launch of 8 series helped OnePlus claim the top spot in India’s premium smartphone segment Q2 of 2020.


The Nord on the other hand targets OnePlus enthusiasts and value shoppers who are not as focused on specs but prefer a smartphone that fulfills their essential daily needs. Living up to this promise, the Nord continues to receive extremely positive feedback from not just our community members, but also from users, outside our customer base.



OnePlus Nord, the newest entrant to the affordable segment


What would be the next stage of features according to you that cameras in smart devices can offer?

As we showcased during the launch of the OnePlus Concept One, that the future of the camera will be the electro-chromic glass which enables the camera setup to be hidden until the camera is not in use. Also, during this period, we received a lot of feedback for the ND filter and have some great ideas coming up for the same as our R&D teams continue to explore possibilities for it. 

We at OnePlus are most excited, passionate and most inspired by the pursuit of making better products. As a company, users should be paramount and based on the products and services that you create, users have an impression and association with the company. Keeping that as our focus, we will keep striving towards creating something more unique and interesting to engage the community together, and that’s really the spirit of it.


Canon’s looking to move forward

With the launch of the EOS R5 and R6, Canon is looking to move forward in its full- frame mirrorless range. With the first of its kind launch, Bhavya Desai spoke to C Sukumaran, Director, Consumer System Products & Imaging Communication Products, Canon India on the impact (if any) during this time on the products, their availability and more: Excerpts:

How has the response been for the new products launched?
We have launched the new imaging marvels – EOS R5 and EOS R6, keeping in mind the requirements of wedding photographers, fashion photographers and cinematographers. As a game changer in the mirrorless segment, the launch of these new products is a testament to the increasing demand in the industry for superior imaging quality.


The cameras boasts several industry firsts such as mechanical shutter of 12 fps, live AF coverage and industry’s highest performance 8.0 stops in-body image stabilisation, allowing the user to take better pictures in low-light. With the highest movie resolution at 8K, the new EOS R5 camera aims to be a delight for the videographers expanding the boundaries of visual expression. The EOS R5 features Canon’s first and newly developed 45.3-megapixel advanced full-frame CMOS image sensor, Canon’s first in the industry.
Additionally, we have also launched a series of lens including the RF 85 mm F2 Macro IS STM, RF 600 mm F11 IS STM, RF 800 mm F11 IS STM, RF 100-500 mm F4.5-7.1L IS USM, Extender RF1.4X and RF2X along with other accessories to provide its consumers with a complete ecosystem.


What is going to be the strategy to make these products available to the consumer under the current scenario?

We will be actively looking at CIS network as the main engine, along with multi-brand outlets across the country for distributing the new cameras. With a 360-degree marketing approach, we will also be aggressively focussing on digital campaigns and social media platforms to reach out to our customers. The lockdown has made social media more relevant than ever before and makes it an ideal platform to connect with our consumers spread across India.
Sales for EOS R5 have already started and we are offering a 2+1 year warranty along with a complimentary 3-way Canon bag as well as a Mount Adapter EF-EOS R and the EOS R5. Whereas, EOS R6 will be available from end of August at Canon Image Squares and all authorised retailers. Going forward CIS will be the preferred choice for professionals and solution sales.


How has the current ongoing pandemic affected the business so far?

It is true that the pandemic has impacted many industries and businesses at present. To turn around the tide in our favour, it is imperative to be agile, more than ever and emerge as winners in the long term. While the market is picking up gradually, we are also constantly studying customer sentiments and their purchase pattern to better strategise our mid-term and long term targets. We are optimistic that going forward when the situation eases, we will see a good momentum in the industry.
The need of the hour is to be innovative in our approach and gauge the new business potential that has emerged in the photography segment. There has been an increase in demand from content creators, vloggers, and the category is expected to grow substantially in the coming year. We will continue to focus on these new emerging segments by introducing new products specifically designed for content creators.
Also, both EOS R5 and R6 have been much anticipated and with their revolutionary features, we are confident that we will see a great response from the audience which will make 2020 a great year for our camera business.


Do you think it might be difficult to sell products in this category without having the customer touch and feel it?
Similar to how all businesses and brands are restructuring their strategies to reach out to consumers during current times, one must not undermine the abilities of consumers to re-adapt as well. While e-commerce and online shopping have gained momentum among consumers, offline channels also play an important role to reach out to customers.
For the entry and mid-level camera, consumers may rely on either online or offline depending on their purchase requirements, but professional grade cameras like EOS R5 is meant for professionals who would prefer to experience the camera, look, touch and feel the same before the final purchase decision.

Do you anticipate a delay in the availability of stocks of the products or any disruptions in the supply chain in the months to come?

We have been able to cater to customer demands so far with no major hiccups. However, we will be cautious for the next few months and observing the new developments that may emerge.


With the launch of the new lenses what are the plans to expand the portfolio further?
Our objective is to have full line-up in RF lens category. We have already launched some amazing lenses along with R5 and R6 like RF600 mm F11 IS STM, RF800 mm F11 IS STM, RF100-500mm F4.5-7.1 L IS USM, RF85 F2 MACRO IS STM. We will continue to expand the RF system.

Fujifilm India extends its support to Healthcare workers by sharing comforting smiles and spreading positivity

Fujifilm is known for its imaging and healthcare technologies, in line with its ‘Don’t Just Take, Give’ motto has engaged to spread positivity and joy in these pandemic with its new campaign ‘Connecting Hearts’, a CSR initiative to help improve the disconnect between patients and doctors. To cut down the anxiousness among patients and help them combat COVID with congeniality and affection, Fujifilm has introduced a unique patient-focused program by sharing instax cameras and films at hospitals to spread smiles across doctors and nurses working on the frontline during these tough times.


The digital film titled ‘Connecting Hearts’ dives into how the healthcare heroes treating COVID-19 patients are required to wear a significant amount of personal protective equipment (PPE) to safeguard themselves from the threat of the disease. The film conceptualized in association with m/SIX India, highlights that in many cases, doctors and nurses treating patients have to obscure everything but their eyes, which in turn results in not being able to form a proper connection with their patients. The video iterates how healthcare professionals all over have been trying to find ways to connect better with patients in order to lessen the anxiety and stress induced by the disease.




With Fujifilm stepping up in providing instax cameras and films, this initiative lets the doctors use the simplicity and accessibility of instax instant photography to help easily distinguish themselves on their PPE. With Instant cameras, doctors or nurses can now effortlessly take a photograph and quickly attach a credit card-sized instant photo print of themselves to their medical gowns.


Commenting on this, Mr. Haruto Iwata, Managing Director, Fujifilm India Pvt. Ltd. said, “In line with our initiative to spread joy with our Instax range of cameras, this program is our subtle way of releasing stress in these unprecedented times. While photography may not be able to help in curing patients or protect healthcare staff, at Fujifilm, we believe it may actually cultivate a closer engagement between doctors and nurses and the patients they are treating. With this, we can share friendly faces of our health warriors from behind their PPE and remind them that there is a human on the other side of the gown, gloves, goggles and N95 mask.”


Adding to this Mr. Tribhuwan Joshi, Lead Brand Communication, Public Relations & CSR said, “With our campaign ‘Connecting Hearts’ we wish to pay our salute to the healthcare professionals all over India fighting the battle at the frontlines to minimize the growing nervousness for COVID-19. With our initiative quickly revealing the happy and comforting face behind the PPE, healthcare staff and patients have noticed a sense of calmness, relaxation & empathy in the most challenging of circumstances that these patients are currently facing. With this we aim to take our motto, ‘Never Stop, believing in Smiles’ forward and spread a ray of positivity and hope among the people combatting each day with the unparalleled disease.”


Speaking on the campaign, Saket Sinha, Senior Vice President and Head of m/SIX India said, “The last few months have been very challenging and overwhelming for every individual globally. We are all coping with the ‘new normal’ and adapting to a ‘masked’ life together. We had the opportunity to work with Fujifilm India and as part of this collaboration our teams reached out to multi-specialty hospitals across Delhi & Bangalore and connected with the health workers. Our team along with Fujifilm did a stellar job in capturing the happy faces of the health workers just to put a smile on their faces when they needed it the most. Amongst us all, they are the ones who are fighting at the frontlines to save people’s lives. The m/SIX content plus team and Fujifilm with this small video, shed light on our warriors through this great initiative and proved that humanity can still be alive while facing a pandemic.”


The instax products offered so far have been prioritized to healthcare teams working in intensive care units and care on the Coronavirus frontline. Till date, approximately 20 instax cameras and 400 instax prints have been shared with hospitals in Delhi and Bangalore, and there are plans on extending this number further. Fortis, Vasant Kunj, Hindu Rao hospital, Sarvodaya Hospital, Faridabad and Maharaja Agrasen hospital are some on the hospitals in Delhi and Medirad diagnostic, Whitefield, Chinmaya mission hospital, St. Martha’s hospital are some of the hospitals in Bangalore where Instax cameras and prints have been contributed, among other reputed hospitals.


With this film, Fujifilm aims to spread positivity across fearful & negatively filtered digital mediums, and spread optimism with such campaign.