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Fujifilm announces the launch of its first ever Hybrid Instant Camera – instax SQUARE SQ10 for the new square format film alongside 4new X-Series Cameras 

June 22, 2017

New Delhi, June 22, 2017: Fujifilm India Pvt Ltd., today, announced the launch of its first ever Hybrid Instant Camera - instax SQUARE SQ10 with the new square format film “instax SQUARE Film”.  Adding further excitement to the launch, the company introduced four new mirrorless premium cameras - XT20, X100F,XA10 and XA3 to delight the professional photographers and enthusiasts alike. All the newly launched products will be available in earlyJuly 2017.

The SQ10 is the first hybrid camera - analog and digital which provides the best of both worlds- now users can SAVE SELECT & PRINT their favourite shots, as many times they like. It is equipped with a digital image sensor and digital image processing technology, enabling greatly improved photographic image quality and image editing/processing before printing. This new system takes the image quality of instax to the next level and allows photographers to add a creative and artistic edge to their photography with an intuitive interface designed especially for the SQ10.

The enhanced image-capture functions of the SQ10 give this latest addition to the instax range unrivalled levels of control and ease of use. The SQ10 will allow photographers to effortlessly capture a wealth of different scenes with perfect control. The SQ10 uses the newly developed square format film which is popular among people around the world - from the young generation to seasoned photo enthusiasts. The whole experience from shooting with the composition suitable for the “1 to 1” aspect ratio to creating tangible prints using the editing/processing function constitutes the uniqueness of the SQ10 as a hybrid instant camera.


To strengthen its position in the mirrorless premium camera segment, Fujifilm added four new cameras to its flagship X series with the launch of XT20, X100F, XA10 and XA3. While there has been a decline in the demand for entry level compact digital cameras largely taken over by smartphones, Fujifilm is focussing on customers who are looking for better quality pictures. These customers are essentially either serious amateurs or professional photographers. The advantage of an X Series mirrorless camera lies in its compact size packed with cutting edge innovative technology and unique features that provide great controls needed by an advanced digital camera user along with excellent color reproduction and image quality.


Commenting on the occasion, Mr. Yasunobu Nishiyama, Managing Director, Fujifilm India Pvt. Ltd. said, “We are very excited to present a range of new products from our Instax and X Series. The SQ10 was developed keeping in mind the needs of our customers wanting to capture moments in square format and also have more options in terms of image editing/ processing. We certainly hope that this camera will be applauded and loved by photography enthusiasts and will receive the same success as the other instax range of cameras. Our X-series on the other hand, has always been a game changer ever since it was first launched and we do hope that our new offerings will make their mark in the Indian Market.”


The all new Hybrid Instant Camera SQ 10 allow users to add a creative edge to the pictures with its feature which facilitates exciting filtering functions. SQ10 is the first camera in the history of Instax to offer square format pictures which will enable users to capture a wider range of images and forms of expressions. It is priced at Rs.22, 999/-.


In the X-Series, the first addition to the line-up is the X-T20 - a mirrorless interchangeable lens camera which comes with a 24.3 megapixel sensor APS-C sized X-Trans TM CMOS III sensor and X-Processor Pro image processing engine for outstanding image quality and high-speed response, supporting 4K video in addition to a host of features in a compact and lightweight body. The XT20 is Priced at Rs. 79,999/- (Body Only).


Next in the series is the X-100F, it is the latest premium compact digital camera, featuring the unique Advanced Hybrid Viewfinder. The new X100F features the 24.3MP X-Trans™ CMOS III, an APS-C sensor with no low-pass filter boasting high performance outstanding color reproduction and gradation of tones in both stills and videos. The Fujifilm X-100F is priced at Rs.114,999/- and is available in two colors i.e silver and black.


The next refreshed range is the X-A10. It combines a 16.3 megapixel APS-C sensor with the image processing engine that achieves Fujifilm’s excellent photo quality. Combined with the FUJINON lenses, it boasts ultimate image resolution, and the proprietary color-reproduction.  The rear LCD employs the slide-and-tilt mechanism so that it is tilted 180 degrees for capturing self-portraits. The X-A10 also features the Portrait Enhancer mode for natural and beautiful skin-tone reproduction. The Fujifilm X-100F is priced at Rs. 42,999/-.


The other latest addition to the X-series family is the X-A3. It has been designed by keeping younger generation in mind and is perfectly suited for taking “self portraits.” To enable easy self-portraits, the X-A3  features an  LCD screen that is not blocked by the camera when tilted even by 180 degrees. The X-A3 combines a newly-developed 24.2 megapixel APS-C sensor to achieve Fujifilm’s excellent photo quality. The X-A3 sports a retro design which gives a “fresh” and “fashionable” impression. The top cover, front plate and top dials are made of aluminium.  The newly-developed faux leather has significantly enhanced the overall texture.  The LCD on the rear uses a touchscreen to enable “Touch AF,” “Touch Shoot” and “Touch Zoom,” in which you use the pinch-out finger gesture to use a prime lens as if it is a zoom lens. The Fujifilm X-A3 Kit is priced at Rs. 51,700/-


About Fujifilm 

Fujifilm established in 1934 has believed in Innovation and creation of new values through leading edge and proprietary technologies. FUJIFILM India as a firm believer in sophistication continues to work hard to provide the Indian consumer the best products and services.

Our corporate slogan is “Value from Innovation.”

Along with expressing Fujifilm's commitment to continuously creating innovative technologies, products and services that empower the potential and expand the horizons of tomorrow's businesses and lifestyles, the slogan also encapsulates the company's desire to combine our own original technology with human resources, expertise and technology from around the world both internally and externally to create innovation. A new brand statement has also been created to articulate these commitments more specifically, and the slogan encapsulates the main points of the brand statement.

Our Goal is to be a company that is able to resolve a diverse variety of the problems that face society, contribute to the world through the continuous creation of value – added products and services, and achieve sustainable growth through constant innovation. That was the commitment we made to the world when we launched our new corporate slogan “Value from Innovation”. We quickly ascertain customer needs, and communicate these clearly and accurately to those involved in product development. Instant camera – instax is successful example of this in Photo Imaging business which was developed after accurately assessing market demands and with all related business divisions working together throughout the entire process from production to sales on a worldwide scale.


Media contact

PR and Media Relations -  Fujifilm India Pvt. Ltd.

Abha Mary Xess
Mobile: +91 8588818638

Nupur Prasad
Mobile: +91 8588803704

PR Agency - Hill+Knowlton Strategies

Nikita Narang

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