Sony India unveiled a heartfelt new campaign film titled ‘Ab Kuch Cinematic Karte Hain’ today (17th September 2025).
It is a tribute to the quiet heroes of Indian weddings: the local photo and video studios that have captured generations of love stories across India.
For decades, wedding videography in India’s small towns has been shaped by the same hands, often passed down to generations. These family-run studios, deeply trusted, deeply rooted, have used legacy cameras to preserve a family’s most cherished moments.
However, the world has changed, and so have weddings. Therefore, the cameras also need to transform.
With this campaign, Sony is extending an invitation, not just to upgrade gear, but to reform the craft.
The FX30, entry-level model in the Sony Cinema Line, offers a gateway to cinematic excellence without the barrier of cost.
Compact, powerful, and packed with professional features, the FX30 brings the magic of the movies into the hands of every local studio and every dreamer with a camera.
On the launch, Mukesh Srivastava, Head of Imaging Business, Sony India, said: “At Sony India, we have always believed that weddings are more than just events — they are once-in-a-lifetime stories that deserve to be told with the same magic and grandeur as cinema.
Over the years, we’ve seen how Indian weddings have evolved; today, couples don’t just want their moments recorded, they want them remembered as timeless films that can be felt for generations.
With ‘Ab Kuch Cinematic Karte Hain’, we are celebrating the studios that have been the guardians of these memories for decades and inviting them to embrace a new era of storytelling.
This campaign is not just about technology; it is about honouring tradition, embracing change, and giving every love story the cinematic chapter it deserves.”
The campaign film, which is about 6 minutes and produced in Hindi, Malayalam, Telugu, Tamil, and Kannada, shines a light on the emotional connection between a wedding videographer and a couple, and the evolution that happens when one dares to imagine more.
It captures the struggle of staying relevant, the hesitance to change, and the pride that comes from seeing your work in a new light.
