Q] What does the ZR launch signify for Nikon’s evolution as a brand?
The launch of the ZR, professional cinema camera, marks an important landmark for us. After RED became part of Nikon in March 2024, we quickly expanded the Z professional cinema camera Series. Under this series, we now have the Z Mount, along with RED’s cinema cameras such as the Raptor X, Komodo X and Raptor XE, and the new ZR.
People are shooting far more cinematic and video content today, and as consumers, we are watching a lot more of it as well. So, when two iconic brands come together, the responsibility increases greatly. We wanted to offer something with a genuinely unique value proposition. The ZR features the world’s first 32-bit float audio built into a camera, allowing creators to capture high-quality videos without worrying about audio distortion or uneven sound levels.
Q] Who is the target audience for ZR in India?
The ZR is built for a wide spectrum of users. It serves individual creators and small production crews who require versatility, and it appeals to high-end professionals who may use it as their B-cam or C-cam, as a secondary camera in professional shoots. The response from various segments has been extremely encouraging, and it shows that the camera addresses diverse production needs effectively.
Q] Why did Nikon decide to enter the cinema camera space, beyond its traditional photography and mirrorless camera offerings, now?
When we introduced the Z Cinema Series, our primary focus was the growing community of cinema-focused content creators. In India especially, more consumers are creating cinematic and video-led content for their followers and viewers. There is a clear shift toward narrative-led, long-form, and high-quality video creation. The ZR fits squarely into that space—it is designed to support this rising wave of creators who want more control, flexibility, and high-end output. We believe this entry will enable creators in a substantial way.
Q] What kind of demand do you foresee for cinema cameras in India?
The cinema camera category in India is still relatively small, but it is expanding at a double-digit growth rate. That pace of growth signals strong long-term potential. With a product like the ZR, our effort is not only to meet consumer expectations but to exceed them consistently. That is the philosophy we want to uphold as the market evolves and becomes more sophisticated.
Q] Has AI changed how Nikon develops or markets its products?
There is a lot of AI built into this camera—whether in image stabilisation, the 5-axis system, or the video output it produces. We are also focused on contributing to the workflow of content creators. Editing should be easier, and the ZR supports formats like R3D, RED’s native cinema file format, so creators can retain consistency across shoots and post-production. We continue evolving in areas like colour science, video rendering, and features such as skin softening.
Q] What is the marketing mix of the brand, which channel takes the lion’s share?
We are mainly looking at content creators, and they can be present on any channel—whether online or on OTT platforms. The intention is to address the diverse needs of different consumers and industries.
Q] How much does India contribute to Nikon’s global growth today?
From a top-line perspective, India is already at number four worldwide in market size, contributing around 5% to its global growth. Considering the opportunity and potential of the country, we believe this share will only increase with time.
