Fujifilm Instax Brings the Joy of Instant Photography to Durga Puja Celebrations in Delhi and Kolkata

Times One, A Times Group Company, facilitates a festive brand experience at Select Citywalk and South City Mall, connecting consumers with the magic of instant photography.

Fujifilm Instax brought the joy of instant photography to this year’s Durga Puja celebrations, engaging festive shoppers and visitors at Select Citywalk, Delhi, and South City Mall, Kolkata. Initiated and facilitated by Times One, the on-ground activation integrated the Instax experience into one of India’s most vibrant cultural celebrations, giving visitors an opportunity to capture festive moments and take-home instant photographic keepsakes.

The activation brought the brand to life through interactive photo opportunities, instant-print experiences and product demonstrations. Visitors could get their pictures clicked, receive physical prints and explore the Instax product range firsthand, with the showcase also offering an opportunity to discover products available for purchase.

With its focus on capturing moments as they happen, Instax found a natural fit with the spirit of Durga Puja, where celebrations are defined by family gatherings, friendships and shared experiences. The instant photographs offered visitors tangible mementos of their festive outings, creating a personal and memorable connection between the brand and its audience.

Extending the engagement beyond the physical activation, the association also featured on the malls’ digital platforms, where influencer content promoting their Durga Puja pandals incorporated the brand, helping extend its visibility to digital audiences.

Commenting on the association, a spokesperson from Times One said, “Brands today have an opportunity to move beyond visibility and become part of the experiences consumers value. With FUJIFILM Instax, we saw a natural connection between the joy of Durga Puja and the brand’s promise of capturing moments instantly. By bringing the experience to high-footfall retail destinations in Delhi and Kolkata, we created an engaging platform for consumers to interact with the product, experience its appeal firsthand and take home a personal memory of the celebration.”

Through this association, Times One brought together a culturally significant celebration, premium retail destinations and an experiential product category to create a meaningful consumer engagement platform for FUJIFILM Instax, combining on-ground interaction with digital amplification.