Nikon to shoot with ADK Fortune in India

Nikon has been scouting for an agency to handle its creative duties in India. The camera giant plans to build a corporate set-up in India and later open exclusive retail outlets

Nikon has awarded ADK Fortune the duties for the premium Japanese camera brand. The camera giant is planning an official entry in the Indian market. ADK Fortune is a joint venture between Fortune Communications, JWT’s second agency, and ADK, a Japanese advertising agency.

A pitch was called earlier this month in which five agencies participated. The names of the agencies could not be ascertained. Earlier, the creative duties for Nikon were being handled by K&L, a Singapore based advertising agency, but now the strategy is to localise the communication.

Prashant Kumar Singh, marketing manager, Nikon India, says, “ADK Fortune approached us with a very balanced and mature approach. They sent us a comprehensive presentation. We will soon come up with both ATL and BTL offerings in the Indian market.”

Nikon to shoot with ADK Fortune in India

Nikon has thus far had a presence in the Indian market through an authorised dealer network which sold films and digital products. Besides, the brand was sold quite widely in the grey market. Now, Nikon plans to set up shop in India through a corporate office in Gurgaon, Haryana, and will sell its cameras through a dealer network.

In terms of advertising, it is at present ready to tread a path which involves a mix of below the line and above the line activities. At present, Nikon is seeing below the line activities as a better option to create awareness. Later, by the end of 2008, it plans to expand its operations and open exclusive Nikon outlets. Currently, the media mix comprises mostly print and outdoor, besides lots of on-ground activities. The estimated size of the business is Rs 8–10 crore.

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