Canon India has earmarked Rs 100 crore for marketing and advertising activities this year. The digital imaging company is also launching a TVC featuring Sachin Tendulkar to further strengthen its PowerShot sub-brand’s appeal. The new TVC, created by PerceptH, is ecpected to break on April 17 across all leading channels.
Canon India has been quite active in the Indian market, launching 23 new state-of-the-art next generation digital camera and camcorder products, including eight digital compact cameras, 12 digital video camcorders, one digital SLR and two Selphy printers.
Alok Bharadwaj, Senior Vice President, Canon India, said, “Sachin as a brand ambassador, fits very well with kids. We have attempted to capture the essence of easy-to-use and technology benefits in this commercial.”
Canon India is aiming a 50 per cent growth target for its camera range, and to enable this the company is undertaking other initiatives as well. Canon digital camcorders currently contribute 10 per cent in the camera division’s turnover, and the new launches are expected to increase this contribution to 20 per cent by December 2008.
Canon would be taking part in all major exhibitions across the country, besides hosting more than 300 road-shows throughout the year. For consumers, Canon is bringing its summer travel bonanza offers. This summer, Canon expects the sale of digital camcorders to be more than 50 per cent. Canon is also mulling over corporate associations with companies like Toyota, Honda, LG, Samsung, Cox & Kings, Thomas Cook, Kingfisher, Jet Airways, etc., for its lifestyle products.
Kensaku Konishi, President & CEO, Canon India, said, “Canon has made a focused effort around breakthrough technologies across categories. And today, we are continuing the momentum with an expanded portfolio of stylish, next generation, easy-to-use consumer digital imaging products that will help to make lifestyle a reality for more people everyday. The products launched today present revolutionary ways for consumers to interact and enjoy their experiences with never before seen features and concepts. The stylish looks and the advanced technology of the products give them a distinctive edge in the marketplace.”
Bharadwaj added, “Canon believes in enabling connectivity between people, technology and lifestyle. We have always tried to manage this challenge by introducing the most innovative products with superior technology. With this launch, we have introduced technologies that would redefine the categories and buying preferences of customers. Canon, with its heritage in digital technology, is at the forefront of simplifying the consumer experience. The digital camera segment is highly competitive and Canon has been successful in providing apt services and support. The new motion detection technology in digital cameras and flash memory technology in digital video will enhance our business substantially.”