The hundredth century of Sachin Tendulkar could not have come at a better time, especially for Canon. Buoyed by the success of the brand in India and rising interests in photography and filmmaking, Canon India has decided to spend Rs 150 crore on its marketing and advertising activities this year, beginning of which is marked by a 100-day carnival celebrating success of the cricketing God.
Canon has launched four ‘Powershot with Sachin’ online campaigns. Calling them, Rate my Powershot, Pick my favourite Powershot, Be in my Powershot world and Powershot thank you card, Canon is giving a chance to Tendulkar’s fans to relive his hundred centuries by voting for the images and winning goodies by participating in contests. “The biggest fuel we have got for this year’s campaign is Sachin’s hundredth century,” said Alok Bharadwaj, Senior Vice President, Canon India. Tendulkar has been Canon’s brand ambassador since 2006 and has been a part of the brand’s journey since then.
Tendulkar’s century and the digital campaign comes as a double whammy for Canon as with the holiday season approaching, it was just about to unveil its new campaign in beginning of April. The company had recently announced the distribution of its creative and media duties amongst the roster agencies. While Dentsu Marcom has been assigned the Digital Camera business this year, Percept/H would handle the IT Peripheral business including printers, scanners and other products. The media arms of both of these agencies would handle media planning and buying for the businesses respectively and there was no pitch pertaining to media duties particularly, shared Bharadwaj. “We have always believed that creative and media should go hand-in-hand. Hence, the media arms of our agencies will handle media duties for these businesses,” he added.
Created by Dentsu Marcom, the campaign will focus on attracting the young generation of India and excite youth about pictures, photography and brand Canon, informed Bharadwaj. “We have allocated a budget of Rs 100 crore for our ATL campaigns and another Rs 50 crore for BTL and Digital. Out of a total of Rs 100 crore for ATL, Rs 80 crore will be spent on the Camera business and 20 on IT Peripherals,” he said.
The whole ATL budget would be distributed amongst various mediums in the percentages of 60 towards television, 30 towards print and remaining 10 towards outdoor. While BTL duties for Canon are handled by different agencies, Webchutney is the agency in charge for Canon’s Digital Image.
As always, the focus on BTL will continue this year too, said Bharadwaj sharing the plan for this year. “Canon photomarathon has been a very successful property for us and it would happen this year as well. We are creating more and more B2C and B2B engagement programs – giving our members tips on photography, inviting them to photo tours which helps us connect better with the consumer and stay connected to their aspirations,” he said.
Proliferation of high-end smartphones is evident in India. Is that eating into the market share of cameras? Negated Bharadwaj citing technology used in Canon products as the unique differentiator. “Smartphones cannot compete with digital cameras in terms of optics. They can offer higher Mega Pixels but can’t offer high-end optics. All smartphone buyers either already have a camera or intend to buy one, so we are not seeing a shift of consumers at all. Also, Canon is a pioneer in this space and we engage our consumers with photography – smartphone players can never build a market strategy around imaging,” he said.
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