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Canon launches new campaign with Sachin Tendulkar

The TVC titled India's nights made beautiful is conceptualized by Percept/H, Delhi; watch the TVC here.

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Canon launches new campaign with Sachin Tendulkar

Canon launches new campaign with Sachin Tendulkar

The TVC titled India's nights made beautiful is conceptualized by Percept/H, Delhi; watch the TVC here.

Neha S | Delhi | May 3, 2011

publive-imageWhat an Idea Sirjee! Percept/H, New Delhi's new idea on Canon IXUS HS is drawing a similar kind of appreciation. The idea titled “India's Nights Made Beautiful” is currently on air in the DLF IPL matches and the world is amazed to find its icon, Sachin Tendulkar in a completely new avatar. An avid photographer capturing the myriad beauty of India's breathtaking nights across the majestic forts of Jodhpur to the mighty peaks of Ladakh, all under low light and that too without flash.

Commenting on this unique thought, Amitava Mitra, Chief Operating Officer, North, Percept/H, Delhi said, “India has beautiful places that you have to see at night, whether it's the moonlit Taj, the forts, the deserts or the evening Puja at the pious Ganges. All these can now be captured without using flash, without your pictures getting blurred and with utmost ease. Just at the click of a Canon IXUS HS.”

The film has been shot by Adarsh Gupta of Nirvana Films, India's premier production house across diverse terrains of Jodhpur, Jaisalmer, Haridwar and Ladakh.

Speaking on the idea, Gaurav Bahl, Associate Creative Director, Percept/H, Delhi, said, “Canon has always had the technology advantage and with such a unique offering it is bound to create waves in the market. The idea to capture India's beautiful nights came from a very strong insight that all of us have somewhere faced in real lives while capturing images in low light from our ordinary cameras. I am sure the TVC will strike a perfect chord with the audience.”

India's legendary icon, Sachin Tendulkar too seemed euphoric once the concept was narrated to him. He quipped, “Well, the idea is incredible as anyone who gets a chance to capture India's beautiful nights under low light with the new Canon IXUS, will be overwhelmed. It's a wonderful experience as you'll be amazed to see the results for yourself.”

Alok Bhardwaj, Senior Vice President, Canon India, seemed overjoyed with the execution. He candidly expressed, "Low light photography has always been a challenging task for people. No wonder, the High Sensitivity technology in the IXUS HS cameras is a sure shot winner. The idea of “India's Nights made Beautiful” has a very strong emotional connect as memories stay with you forever and one never wants their priceless memories to come out hazy or blurred. Sachin's integration into the idea has been phenomenal, justifying his presence in a completely new avatar.”

Neha@BestMediaInfo.com

Info@BestMediaInfo.com

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