In the 80s, Photophone Industries launched a simple, uncomplicated colour camera that promoted colour over the predominant black and white. (Btw cameras could use b\/w and colour rolls \u2013 most people were unaware).<\/p>\n\n\n\n
Sista\u2019s was the agency in charge of advertising. The mandate was to create a brand that was exciting, attractive, friendly and \u201cun Indian\u201d. The Hot Shot name was selected to make the user feel modern, smart & a hotshot!<\/p>\n\n\n\n
Advertising was intended to make photography look easy and make the user feel trendy. <\/p>\n\n\n\n
The target was anyone (young, old, housewives, mothers, kids etc.) who wanted to take a photograph. It was so simple to use and hence the baseline \u2013 just aim and shoot.<\/p>\n\n\n\n
The fun medley TVC was created by Jean Durante and filmed by Prahlad Kakkar, who also created one of the best onomatopoeic mnemonics in Indian advertising “Khatak”. He came up with the line \u201cJust aim and Khatak\u201d instead of \u201caim and shoot\u201d.<\/p>\n\n\n\n