“Don’t Let That Breathtaking Shot Get Literal”—this line led Canon India’s most recent initiative and created a volley of interest and debate. On the eve of World Photography Day, Canon India, a leader in digital imaging solutions, launched a thought-provoking initiative with its ‘#CaptureWithCare’ digital campaign—reminding photographers that safety should always come first. This campaign is aimed at creating awareness within the community for responsible practices that will keep the art both beautiful and safe.
With social media driving the trend these days, in the pursuit of content that is grab-worthy or attention-seeking, dangerous photography practices have been on the rise to an alarming extent. Reports say that today, scores of youth among social media users and influencers are putting their lives in danger to click the perfect shot to get a bunch of followers for validation. Adding to that is the size of India—1.4 billion citizens—added to by its rapidly growing affinity for social media. Incredibly, the state of Uttarakhand has recorded a 63% increase in accidents on railway tracks in just the last two years alone due to craze over selfies and Instagram reels. It is, therefore, very much required to take responsible photography.
With such shocking facts as the backdrop, the #CaptureWithCare campaign was created and executed in two phases. Teaser posts were put up on Canon India’s social media handles in the form of witty one-liners, solely for the purpose of generating buzz and building eyeballs on the campaign.
In the second phase, we released one hard-hitting video on World Photography Day through all social media, which includes Instagram, Facebook, LinkedIn, X, and YouTube. That aesthetic video captured the beautiful contrast between the beauty of photography and possible risks due to the safety malpractices. Anchoring the video with the message #CapturewithCare—the crux being photography has to celebrate lives and not become a reason for mourning.
A brand intrinsically associated with the art of photography, Canon India continues to cultivate a culture of safety alongside creativity. This campaign will further Canon’s philosophy of ‘Delighting You Always,’ ensuring that the photographers capture those moments of beauty without ever having to compromise on their safety or the safety of others.
