Fujifilm’s new film goes the extra mile for care

MUMBAI: It is not every day that a brand film manages to climb both altitude and emotion, but Fujifilm India’s latest story proves that good healthcare really can go uphill. The company has released “Healthcare Technology that Transcends,” a cinematic entry in its “Stories of more smiles” series, bringing a real-life tale of grit, compassion and innovation from the lofty landscapes of Spiti Valley.

Shot over three days with a crew of more than fifty, the film turns the snow-laced terrain of Key Monastery and Langza Village into a striking backdrop for a story that is as grounded as it is grand. At its centre is Rohini, a healthcare worker who journeys across harsh terrain and narrow mountain passes to deliver medical care to communities far from any clinic.

The narrative draws from the work of the Apollo Telemedicine Networking Foundation team, the backbone of Fujifilm India’s “Care on Wheels” sustainability initiative. The mobile healthcare camps have reached more than fifteen thousand people in Himachal Pradesh, providing vital screenings and blood chemistry tests while braving thin air and sub-zero temperatures. Their dedication becomes the film’s heartbeat, captured through smiles, relief and moments of hope.

Fujifilm India managing director Koji Wada, said the film reflects the company’s belief in combining innovation with purpose. He noted that the organisation aims to create solutions that bring joy and smiles to the world while using technology as a bridge to better healthcare.

Corporate communications and CSR vertical head Abhi Shekhar Singh shared that the idea was sparked during field visits after the launch of “Care on Wheels” in Mandi and neighbouring districts. He added that the real-life resilience of workers and the impact of Fujifilm’s technology deserved to be transformed into a story that could inspire the wider healthcare community. Despite the cold and the challenges of shooting at high altitude, the team at CTA Communications and Bad Studio Productions remained committed to telling the story authentically.

Filmed using Fujifilm Fujinon Premista Cine Lenses, “Healthcare Technology that Transcends” combines cinematic craft with human warmth. It serves as both a tribute to healthcare professionals working in remote areas and a reminder of Fujifilm India’s continued focus on accessible healthcare.

By blending technology, empathy and storytelling, the brand continues its mission of giving the world more smiles, one remote valley at a time.