1996, Hindustan Thompson (JWT)

A survey of the Indian photo market showed that Indians only took photos on special occasions such as religious rituals, weddings etc. Kodak wanted to expand the market and by being the brand leader it would automatically benefit from the expanded size of the pie. I took the international tagline ‘Kodak moment’ and expanded it to include more occasions so there would be many more photography moments. The Indian tagline became ‘There is a Kodak moment in every day of your life’ and it showed ritual occasions such as thread ceremony but with a visual twist, to remind people to reach for the camera more.