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Monday, February 10, 2025

FUJIFILM India Unveils Inspiring Brand Film to Promote Breast Cancer Awareness

FUJIFILM India, renowned for its innovation in imaging and healthcare technology, has unveiled its second brand film, “Maa’s Fight Through My Eyes,” as part of the “Stories of More Smiles” series. This emotional narrative is inspired by a real-life success story from FUJIFILM India’s breast cancer awareness initiative, “Find It Early, Fight It Early.” The campaign is a holistic effort to raise awareness about early detection and treatment of breast cancer, combining community engagement, education on self-examination, and promoting mammography for symptomatic cases.

The story behind the film stems from the diagnosis and treatment support provided to a breast cancer patient in Berhampore, West Bengal. Through FUJIFILM India’s CSR initiative, the patient’s resilience and successful recovery became a beacon of hope and inspiration for the film’s script.

Conceptualized by FUJIFILM India’s Corporate Communications & CSR team, the film was brought to life under the creative direction of writer-director Ranvir Kumar Suman and produced by Seaface Films. Shot using FUJIFILM Fujinon Premista Cine lenses, the production involved a dedicated crew of over 80 members to authentically capture the essence of the story.

Set against the vibrant and bustling backdrop of Berhampore, the film narrates the powerful journey of a breast cancer survivor through the eyes of her daughter. The storyline unfolds the family’s transformation from despair to hope, driven by the unwavering efforts of two compassionate medical professionals, Paromita and Ipsita. Their dedication symbolizes the spirit of care and the importance of early detection in saving lives.

The “Find It Early, Fight It Early” initiative integrates various touchpoints to amplify the message of breast cancer awareness. It begins with on-ground community engagement activities, followed by educational campaigns focusing on self-examinations and the role of mammography in early detection. The campaign’s impactful narrative is reflected in this brand film, making it a compelling call to action for early detection and treatment.

Through its heartfelt storytelling and impactful campaigns, FUJIFILM India continues to champion the cause of breast cancer awareness, fostering a culture of early detection and proactive healthcare. “Maa’s Fight Through My Eyes” is not just a film but a testament to the enduring spirit of survivors and the critical role of medical innovation and compassionate care in changing lives.

he narrative emphasizes the pivotal role of Fujifilm’s advanced mammography technology in transforming breast cancer survivor’s life, enabling early detection and precise treatment. Through close glimpses into the world of the daughter of a cancer survivor, the film portrays the emotional highs and lows of dealing with cancer while showcasing the resilience of the human spirit. The Ad film concludes on a positive and heartfelt note where the cancer survivor wins the battle against breast cancer and her life takes a meaningful turn as she advocates and dedicates herself to spread awareness by distributing pamphlets and educating women to take charge of their lives.

Koji Wada, Managing Director, FUJIFILM India stated, “At FUJIFILM India, we are committed to delivering innovative products and solutions that embody our Group Purpose of ‘Giving Our World More Smiles.’ By blending diverse ideas, unique capabilities, and extraordinary people, we aim to create solutions that bring joy and smiles to the world. This brand film reflects our commitment to creating awareness about early detection and showcasing how our innovative solutions can make a real difference. Fujifilm’s advanced diagnostic imaging solutions, combined with the dedication of healthcare professionals, continue to redefine patient care across the country. This brand film aims to inspire millions, shedding light on the importance of empathy, expertise, and innovation in the fight against breast cancer.”

Abhi Shekhar Singh – Vertical Head, Corporate Communications & CSR – FUJIFILM India, expresses his excitement – “At FUJIFILM India, our actions are in line with our Group Purpose of “Giving Our World More Smiles.” This is the second ad film under “Stories of More Smiles” which continues to tell the stories that should matter for the society for a social good.  Shot over a span of 3 days across 7 locations, the film navigates the truth of the story and every aspect of what happened in the journey from diagnosis to post-recovery in the family of a breast cancer survivor. The film reflects the real ethos of FUJIFILM India as a healthcare brand which revolves around empathy and service to the society.”

Staying true to its Group Purpose of “Giving Our World More Smiles,” FUJIFILM India not only leads in innovation in healthcare but more importantly, embodies efforts that turns reluctance into resilience.

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