Canon banks on airport presence to make brand fly

The imaging company has set up neon signs at New Delhi, Bengaluru and Mumbai international airports

e4m by exchange4media Staff
Updated: Jan 30, 2013 7:00 PM
Canon banks on airport presence to make brand fly

Canon India has unveiled an impressive out of home initiative. The brand has set up unique neon signs at international airports in New Delhi, Bengaluru and Mumbai.

This is the first such initiative by any Japanese company in India. The campaign has been designed by Dentsu India.

Commenting on the initiative, Kazutada Kobayashi, President and Chief Executive Officer, Canon India said, “Canon is a powerful brand, both in India and worldwide. Today, we have pioneered the out of home initiative by launching the Canon neon sign at specific locations in three major cities of India, becoming the first Japanese company to create such a major launch in India.”

“This is part of our growth strategy for 2013 to create a powerful brand recall for our customers. This would be the first strategic step to create a positive image for the brand as well as the company. As part of our vision and mission, we want people to be proud of associating themselves with the Canon brand; this initiative would pave the way for creating that association together with our state-of-the-art technology and quality service network,” added Kobayashi.

Canon Hong Kong was also recently recognised for delivering the first revolving neon sign in Asia and LED lighting wall as part of the Symphony of Light Show in Hong Kong.

Dr Alok Bharadwaj, Executive Vice President, Canon India said, “As part of the company’s commitment to India and its growth, we, at Canon India, are delighted to launch the neon signs at prominent international airports in India today. An example of innovation and digital expertise, the neon signs will help Canon stand out as a company which drives innovation in every aspect of its business – be it product or marketing. Initiatives like these also help improve the brand awareness and are an assurance of the long-term commitments.”

In 2012, the company rolled out a marketing campaign by roping in Bollywood actress, Anushka Sharma as the brand ambassador for Canon’s cameras. After the success of its ‘What Makes Us Click’ campaign, Canon is determined to extend its marketing initiatives to reach out to a niche target audience and retain the exuberance, energy and appearance of the brand.

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