In an era where life is lived through screens and memories vanish with a scroll, Fujifilm India’s instax has reintroduced the magic of holding a moment in your hands. At the helm of this cultural revival is Arun Babu, Associate Director & Head of Digital Camera, instax & Optical Devices Business. Under his leadership, Instax has evolved from being just an instant camera into a youth movement that blends nostalgia, creativity, and emotional connection.

In this conversation, he unpacks why Gen Z is embracing prints in the age of pixels, and the innovative ways young Indians are turning Instax prints into art, keepsakes, and cultural statements.

1. In a world obsessed with instant uploads and likes, why do you think young Indians are suddenly cherishing something as analog as a printed photo?

Arun Babu: We all are living in a hyper digital world and the young Indians are experiencing a digital fatigue where constant scrolling and instant uploads start to feel fleeting. A printed photo, on the other hand, offers something which is tangible, memorable and it carries a warmth with its texture, colours, which makes even the imperfect moments feel alive. For Gen Z, it is not just nostalgia but a form of self-expression and storytelling they can hold in their hands as it is a piece of time captured forever.

From a global perspective, we are also witnessing a resurgence of retro trends from musicians launching vinyl records for their albums to youngsters capturing moments on a film camera. Today’s youth are embracing film aesthetics, retro fashion, and instant photography as a way of slowing down in a fast-paced world, of making memories tangible. For many, there is a “FOMO effect” at play because if a moment is special enough to be printed, it feels even more exclusive and worth cherishing. For young Indians, these printed photos serve as personal statements, often displayed, gifted, or customised. It also acts as a reminder that while the digital may connect us, the physical still touches us.

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2. You’ve spoken about the “FOMO effect” actually driving people to slow down, how does that play out in the way Instax is used?

Arun Babu: The “FOMO effect” usually pushes an individual to hop on a trend before it becomes obsolete on the internet. But lately, it has unexpectedly sparked a counter-trend which is a mindful slowdown. For the younger audience, the desire is no longer to capture everything in the “fear of missing out” , but to capture more meaningfully.

Instax aligns perfectly with this cultural shift, offering a way to preserve memories in a physical form that is both immediate and enduring. It encourages mindful storytelling, inviting users to slow down, be present, and celebrate the beauty of imperfection in every shot. In a world of digital burnout, Instax transforms everyday moments into lasting memories, reflecting FUJIFILM India’s commitment to shaping how youth engage with photography and culture in an authentic, emotionally resonant way. We’ve often seen Instax prints on hostel walls, in diaries, even as little tokens given to friends. It acts as a proof that you were there, but more importantly, it is a reminder of how you felt.

3. Is the demand driven more by aesthetics and self-expression or by the emotional value of physical keepsakes?

Arun Babu: The demand among India’s youth for instant cameras and physical prints is driven by a powerful blend of aesthetics, self-expression, and the emotional value of keepsakes. For Gen Z and Millennials, Instax has become more than just a camera – it is a cultural phenomenon. Print, in their eyes, offers that nostalgic touch without the pressure of picture-perfect images. What makes Instax particularly exciting for this generation is the ability to personalise and play with the format. Whether it is using Instax printers to print directly from their smartphones, adding doodles, or customising prints as keepsakes and gifts, young consumers are actively spending time to make the experience their own.

In India, this trend strongly resonates with the cultural tradition of preserving milestones from weddings to college farewells in tangible form. It reflects a dual appeal that aligns with broader cultural currents, where nostalgia for retro aesthetics converges with a desire for meaningful self-expression. In this way, we are helping redefine how new generations value and engage with memories while balancing the beauty of aesthetics with the warmth of emotional value.

4. Could we see a fusion product in the future, AI-assisted creativity with Instax prints as the tangible output?

Arun Babu: AI has already begun reshaping how we create and consume visual content, from intelligent scene recognition to style transfers and personalised recommendations. At FUJIFILM, we see AI not as a replacement for creativity, but as an enabler – a tool that can help people bring their vision to life more intuitively. While I cannot share specifics, the direction is clear: the convergence of smart technology with tangible experiences will open new avenues for self-expression. What will remain constant is our belief that photography is not solely about pixels, but about making memories you can hold, share, and treasure.

5. What are the most creative ways you’ve seen young Indians repurpose Instax prints?

Arun Babu: I have seen on the internet how many young Indians have embraced extraordinary creativity in repurposing Instax prints, turning instant photos into tactile expressions of their identity and nostalgia. Many use these prints to craft personalized photo walls, mood boards, and scrapbooks that celebrate fleeting moments and friendships, offering a tangible break from digital overload.

Moreover, there have also been others who transform Instax prints into DIY greeting cards, bookmarks, collages, or decorate journals, blending self-expression with the intimate joy of holding a memory in hand. This hands-on creativity connects deeply with Gen Z’s preference for authentic, analog experiences in a fast-paced digital world. Many also use prints in mood-lifting photo walls, garlands, or fridge magnets, turning their living spaces into curated memory mosaics.

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