Canon India has appointed Allied Media to share the media duties with Dentsu. Allied Media Integrated Communications is the media arm of the Percept Group, and had executed the recent ‘Aamchi Mumbai’ campaign for Canon. The consolidated account size is Rs 40 crore.
Alok Bharadwaj, VP, Canon India, said, “Apart from other enablers, brand building is a big focus area. The focus is on more localisation both in message as well as media innovations. Our constant challenge is media buys and choosing vehicles in making spends effective.”
Canon has embarked upon a massive scaling up on growth to double our revenues to Rs 800 crore by 2008 from a level of Rs 400 crore in 2006.
“As part of the strategy, Canon India initially targetted the Mumbai market aggressively with the ‘Aamchi Mumbai’ campaign. The assignment was given to Percept/H, and Allied Media had undertaken the media duties for the same. We are very pleased with their performance and consequently have appointed them as the media agency nationally, apart from Dentsu. ”
Speaking about the win, Shripad Kulkarni, COO, Allied Media Integrated Communications, observed, “We are delighted with this prestigious win. We will leverage our Group’s expertise in delivering 360-degree solutions and partner Canon India in executing their aggressive marketing plans.”
Canon India invested around Rs 10 crore for the ‘Aamchi Mumbai’ campaign through advertising, promotions and BTL activities.