FUJIFILM India has named actress Rashmika Mandanna as the new brand ambassador for its Imaging Solutions business across the country. The partnership encompasses the company’s Electronic Imaging, instax™, and Photo Imaging divisions, aimed at broadening consumer reach and deepening market presence among younger demographics.
Mandanna, an established figure in Indian cinema, was selected to represent the division due to her wide audience appeal and alignment with the brand’s focus on personal expression through photography. The actress is also a personal user of instax™ products, establishing a direct connection to the company’s instant photography segment.
The Imaging Solutions division covers a broad spectrum of photographic products and services designed for varying consumer needs:
- Electronic Imaging: Digital mirrorless cameras and lenses suited for photography enthusiasts and professionals.
- Instant & Mobile Printing: instax™ instant cameras and portable smartphone printers.
- Casual & Analog Formats: QuickSnap™ single-use cameras for spontaneous point-and-shoot use.
- Optical & Print Solutions: Binoculars and commercial-to-consumer photo printing infrastructure.
The appointment comes as consumer photography increasingly intersects digital convenience with tangible media, driven in part by renewed interest in physical prints alongside traditional digital workflows.
FUJIFILM India intends to utilize the partnership to enhance awareness across these categories while sustaining engagement through its existing experiential touchpoints, including the Fujifilm Spectrum tour, X-Space initiatives, and the House of Photography in Mumbai.
Sharing her excitement, Actress and Brand Ambassador, Rashmika Mandanna, said:
Photographs have always been special to me because they let us hold on to moments and feelings long after they have passed. I love capturing the little things, whether it is a spontaneous moment, time spent with people I love, or simply something I want to remember. As an instax™ user myself, I have always enjoyed the feeling of seeing a photograph come alive in my hands and being able to share it with someone. That is what makes my association with FUJIFILM India feel so natural, and I am excited to be part of its journey in bringing the joy of photography to many more people across India.
Koji Wada, Managing Director of FUJIFILM India, said:
We are delighted to welcome Rashmika Mandanna to the FUJIFILM India family. Her warmth, positivity and ability to connect with audiences across the country align well with our Group’s purpose of ‘Giving our world more smiles’. Photography has always been an important part of how people celebrate and remember the moments in their lives. Through this association, we hope to inspire a new generation to discover the joy of photography while continuing to strengthen the connection Fujifilm has built with consumers in India over the years.
Arun Babu, Associate Director, Imaging Solutions Division at FUJIFILM India, said:
Our imaging portfolio goes beyond cameras and photography. From instax™ and digital cameras to QuickSnap™, printing solutions, and binoculars, there is a diverse world of imaging experiences bringing the “click to print” journey together across our ecosystem. With Rashmika’s strong popularity across India and audiences across generations, this association is particularly meaningful for us. Through this partnership, we not only aim to inspire people to explore photography, but also discover new ways to create and express themselves.