-- Canon positions IXUS digital cameras in an innovative way
-- Canon India tries such an innovative & differentiated concept so as to touch the hearts of its target audience
-- Positioned IXUS as the true cool statement amongst the target group
-- The advertising campaign has been on air on September 30, 2007
Canon is all set to chill their audiences not only with their technology but with the new advertising campaign this winter. Propelling a stylish brand imagery of digital cameras, is the new television commercial for the IXUS range of digital cameras from Canon India Pvt. Ltd. Being introduced during the festive season in India, Canon India has successfully positioned IXUS as a true cool statement. The commercial has been targeted for the emerging Indian who is stylish and has high aspirations. In a country where 54% of people are below the age of 24, Canon India has attempted to churn out the advertising campaign that will capture the pulse of its target audiences.
The commercial shot in a snazzy set up of an Ice Bar plays on the inspirational needs of the audiences and creates a direct association with the IXUS brand’s image of - style and substance. Focusing on the lifestyle quotient of their audiences, the advertisement leverages on the concept of how people always yearn for the unattainable or desire for what they can not achieve. Mr. Ravi Udyawar is the man behind the commercial and the still shoot has been conducted by Mr. Jatin Kampani, the famous fashion photographer.
Speaking on the new commercial launch, Mr. Alok Bharadwaj, Vice President, Canon India Pvt. Ltd. said, “Canon brand has been popular and well known for its cameras for the last 70 years mainly because of its premium technology. Our focus has been to establish products through the cutting edge technology & innovative ways. We recognise that today’s consumer is looking for brand association beyond just technological superiority. Hence we have positioned IXUS range of digital cameras in such an innovative way. The target audience for the product is an emerging Indian who has high aspirations and wants to have his own style statement.”
Dentsu Marcom is the creative agency that has created the innovative television commercial for IXUS. Canon will also be launching the print campaign on IXUS range of cameras. With this advertising campaign Canon is all set to capture the minds, hearts & desires of its audiences!
About Canon Inc
Canon Inc. is a global leader in photographic and digital imaging solutions. Its global network now includes 184 companies, employing some more than 108,000 people. It is dedicated to the advancement in technology and innovation and commits 10% of its total revenue each year to R&D. Canon has consistently remained as one of the top 3 companies to have earned the most number of patents over the last decade. Since 1993, Canon continues to be ranked as one of world's largest corporations by the Fortune Global 500 Ranking. Guided by its kyosei philosophy, which focuses on "living and working together for the common good”, Canon delivers high performance and user-friendly products and solutions to improve efficiency both in the office and home environment. More information is available on www.canon.co.in
Canon in India
Canon India Pvt. Ltd. is a 100% subsidiary of Canon Singapore Pte. Ltd., a world leader in imaging technologies. Set up in 1997, Canon India markets a comprehensive range of sophisticated contemporary digital imaging products that include photocopiers, multi-functional peripherals, fax-machines, printers, scanners, digital cameras, camcorders and multi media projectors. Five imaging engines of Image Capturing, Electrophotography, Bubble Jet, Semiconductor and Display drive these cutting-edge technology products. The company today has offices in 7 cities across India and employs over 400 people. Canon has 280 channel partners, 416 retail outlets including 320 IT Imaging Zones, 54 Digiclick Zones, 6 Digic Video Zones, 4 Canon X’perience and 32 Canon Care Centres.
It also has over 100 authorized service centers and more than 2700 resellers across 300 towns in India it does business in. Canon has also cued in on the alliances route with 13 national and 28 city specific different retail chains.
Creating an industry benchmark with new technologies in the latest product range the company launched 87 new products in 2006 including the launch of 51 products on a single day which is an industry landmark for the largest number of products launched in a single day. Overall, Canon India touched revenue of Rs. 400 cr in 2006.
Canon India has a Software Development Centre located in Gurgaon. Set up in the middle of 1999, the Canon Software Development Centre is one of the six such cutting edge technology centres established by Canon Inc. globally. It develops original technologies as well as supporting Canon marketing companies worldwide with application software. Canon India is ISO 9001:2000 and ISO14001:2004 certified and its Software Development Centre has achieved the CMM level 3 status.
In 2006, Canon India received the CII-EXIM Business Excellence Award for Strong commitment to excel.
In 2007, Canon India will be celebrating its 10th Anniversary of operations in India. As a part of these celebrations Canon is working on strengthening its brand in the country and ‘Indianising’ the brand appeal, which will see Canon embarking on many innovative and exciting programs to engage with customers, channel partners and employees.