Airtel might have dropped Sachin Tendulkar as brand ambassador recently, following the cricketer’s poor form of late, but Canon still sees Tendulkar’s appeal intact as a youth icon and has appointed him as brand ambassador. The company will also adopt a more aggressive, customer-centric approach in order to ‘Indianise’ the brand and establish strong emotional appeal in its 10th year of operations in India in 2007.
Tendulkar will play a key role in the brand and product communication on television, in print, the outdoor media and various promotions and merchandising material that have been planned for the brand. The association with Tendulkar will earmark the first of many innovative marketing initiatives to follow through the 10th anniversary celebrations of Canon India in 2007.
Commenting on the association with Tendulkar, Kazuto Ogawa, President and CEO, Canon Singapore Pte Ltd, said, “The selection of our corporate brand ambassador had to be in sync with our corporate philosophy of Kyosei – living and working together for common good. Canon brand stands for a perfect mix of performance, care and reliability and this is exactly what Sachin means to the world. Sachin as a person embodies Canon's image as an innovative and trust worthy brand with a very wide appeal.”
As for Tendulkar, all he had to say was, “I am honoured to be an ambassador for a truly global brand synonymous with quality, innovation and style. I am excited about making the difference to this brand.”