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New Dawn was first and foremost a storytelling-driven campaign. COVID brought challenges that required a reimagined approach towards engaging with customers. Thus, building stronger and trusted relationships with added positive reinforcements was the primary need during this period. Also, the experience of photography changed and life transformed. In order to tell some powerful stories, it was important to leverage digital, social, and on-ground resources to successfully navigate this route.
The social fabric of India has changed immensely over the past couple of years. People have carried through extreme adversities with courage. New Dawn presented a series of eyewitness accounts by our X-Ambassadors who we dub as the ‘storytellers of change’. These accounts were in the form of photographs, photo features, videos, documentary-style interviews, narrations, animations, etc. These storytellers, some of the most prolific and leading photographers in India, captured stories of change- stories that document the #NewDawn
The campaign sought to carry out positive reinforcement by a four-faceted communication approach. The four pillars being: Responsibility | Creating Awareness | Hope and Gratitude | Kindness and Empathy.
COVID has, in more ways than one, brought people together. There is a supremely enhanced sense of community, charity, sharing and compassion. Selfless acts have become commonplace and we find courage in the smallest of things every day. Every day is now a new chance for us to rise from these dark times, move ahead—together—and overcome as a people. This is symbolic of what Republic Day means for India as well
New Dawn symbolises India’s new moment of awakening. In times of harsh adversities brought by COVID, the world as we knew it changed forever. We witnessed the shining core values in the people of the country that helped us carry through the battle. The change was pivotal, for the country at large, people, society, individuals, families, businesses and more.
The execution of New Dawn was multi-fold and included 3 major components: Collecting Stories Of Change, Creating multi-format content, Communication plan, Digital rollout, Amplification.
Collecting Stories of Change: Fujifilm’s X Ambassador’s captured stories from across India which were filtered and shortlisted as per the campaign.
Creating Content: The content was designed as photo features, films, animated videos, social posts. The Stories were then rolled out separately signifying relevance of each single pillar.
Amplification: The campaign, owing to its tailored approach, drew healthy engagement in the audience and resonated with the TG strongly