Bollywood heartthrob and superstar Aishwarya Rai has turned into a brand ambassadress for Fujifilm of Japan.
At a glittering ceremony in Bangalore on Friday, Rai launched Fujicolor high-speed film, incorporating the global company's patented fourth color layer technology.
Manufactured and marketed in India by Jindal Photo Films Ltd in technical collaboration with the $19-billion Fujifilm, the Crystal X-TRA 400 high-speed 35mm negatives lend true-to-life color to prints.
"The fourth color layer, which is available only in Fujicolor films, sees light like the human eye, allowing all colors to be reproduced with exceptional clarity," claimed Fujifilm general manager Kentaro Shiota.
Targeted at professional as well as advanced amateur photographers, the Crystal X-TRA 400 film is positioned in the forefront of the latest global trend towards high-speed color negative films. Each roll is priced at Rs 100 in the Indian market.
Unveiling the film, Rai said brilliance and accuracy in shots was every photographer's dream. The incorporation of fourth color layer technology enables Fujicolor film to offer these results to the final shots, making it the ideal combination for every type of shoot.
"I am proud to be associated with the Fujicolor film as its brand ambassadress. I am also excited by its campaign theme: 'Those who are shot the most, loved to be shot on Fujifilm'," Rai stated.
The Rs 400-crore (Rs 4 billion) Jindal Photo Films has signed up Rai for two years as the brand ambassadress in India.
Rai will also be associated with the company's aggressive print and electronic ad campaign, being launched with a promotional budget of $4 million.
Jindal Photo Films managing director R B Pal said on the occasion that the company was setting up the Fuji Digital Imaging facilities across the country to integrate the technology changes in photography processing.
Since the conventional films use three color-layers, each layer is sensitive to one of light's primary colors (red, green and blue), and each captures the respective color on the film. With only three layers, the film has a limitation to distinguish and accurately render some colors, such as shades of green.
"To resolve this natural problem, Fujifilm has developed the proprietary fourth color layer technology to add a new layer to the negative. It renders shades of color that conventional three-layer emulsions cannot reproduce well," Pal asserted.
With 35 per cent market share in most of its product categories, Jindal Photo Films has its production facilities at Dadra and Bhilad in Gujarat.
With Rai as their brand ambassadress, the company is targeting to capture 50 per cent of the market during the current fiscal year (2002-03) to post a turnover of Rs 500 crore (Rs 5 billion).
The company's wide range of products include color paper and films, sold under the brand name of Fujifilm, medical X-ray films, cine positive films, industrial X-ray films, black and white photo paper, Fujifilm Frontier Digital and analog minilabs, and Fujifilm digital and 35mm conventional cameras.
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