From instant magic to consumer durables

Sweta Pal : Kindly highlight the Polaroid brand and its history? Scott W Hardy : Polaroid has inspired several generation of consumers through ‘instant magic’, helping people see and experience their world in different ways via pictures. In addition, consumers around the world instantly recognise the Polaroid brand and associate it with fun, ease-of-use, creativity and instant gratification. And, in tune with the cyclical nature of business, we have also experienced highs and lows in our 75 year history. We are now entering into a new high growth period, given our partnership with a number of leading companies to develop innovative and fresh products. The flexibility of the Polaroid brand also offers us additional product opportunities, ranging from consumer electronics to commercial imaging, and beyond. Working with our family of partners, we have brought classic Polaroid products in a new avatar, and introduced a range of new instant digital cameras, digital still cameras and video cameras, TVs, tablets, and mobile phones. All Polaroid products available in the market currently are licensed, and embrace our vision, mission and values. Sweta Pal : Kindly elaborate on your plans in India? Scott W Hardy : We have just entered this market and the early feedback has been very positive. We are currently looking for distribution partners; who have large retail partners, as well photo expertise. Our marketing plan will include a broad range of activities from traditional to digital, and consumers can expect to see a range of Polaroid branded products across the electronic category, including classic and instant digital cameras, camcorders, tablets, cell phones, camera accessories, audio equipment and flat screen TVs. These products will deliver a unique value proposition to consumers and retailers alike, and will embody the key features of our brand, namely fun, ease of use, instant gratification and sharing. Sweta Pal : What are your key requirements before signing a licensing agreement? Scott W Hardy : In keeping with our brand’s proud tradition, Polaroid continues to deliver innovative, inspiring and fun products that offer exceptional value to consumers. And, current and future generation of Polaroid products will retain the brand’s core DNA, by merging new technologies and emerging trends into the realm of instant photography, cameras and consumer electronics. We are an innovation-based company; in the way we source, partners we choose, and the lifestyle we embrace.