Canon India intensifies marketing plans with OOH initiative

30 Jan,2013

By A Correspondent

 

Canon India Pvt Ltd has unveiled Out-of-Home initiative in India, with neon signs at international airports in New Delhi, Bengaluru and Mumbai.  Designed by advertising giant Dentsu India, the concept lies in the growing popularity and impact of neon signs in the country.

 

Kazutada Kobayashi, President and CEO, Canon India, said, “Canon is a powerful brand, both in India and worldwide. Today, we have pioneered the ‘Out of Home Media’ 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.”

 

He also said that for Canon, India remains an important market, and that smartphones cannot give competition to camera-market since “there will always be people who want high-quality pictures”.

 

For the record, in 2012, the company rolled out a new marketing campaign by roping in Bollywood actress Anushka Sharma, as the brand ambassador for Canon’s cameras. After ‘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. In the past decade, Canon has undertaken several pioneering advertising and marketing campaigns with renowned brand ambassadors from the field of sports and Bollywood.

 

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