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Canon reposition for stronger youth appeal

Signs up Anushka Sharma as youth icon; unveils new TVC with the theme ‘What Makes us Click’

BestMediaInfo Bureau | Delhi | April 9, 2012

Canon India has signed up actor Anushka Sharma as a youth icon to mark the repositioning of the PowerShot sub-brand. This move coincides with the introduction of the new series of PowerShot digital cameras targeted at the youth. Anushka’s blend of youth, spirit, energy, style and charm strongly matches the new approach of the PowerShot brand.

Canon prides itself on innovation, design and substance. Canon’s all-new PowerShot range now enters the lifestyle category and the existing IXUS range is now focused on the distinctly ‘premium’ consumers whose accessories define their luxury statement to differentiate from others.

Canon’s new TVC for the PowerShot series is based on the theme ‘A to Z of What Makes Us Click’ with a backdrop of fun, energy and exuberance. A recent survey conducted by Canon to check the attributes that will appeal to the youth segment showed that Indian youth is looking at some extra zing to their routines, and this helped invent the theme ‘What Makes us Click’. Targeting the youth in the age group of 18-30 years, the PowerShot campaign aims at connecting the new concept of image capturing with the youth. The company is not focusing on any specific feature or product in the category, but on the PowerShot brand as a whole.

“Canon is an aspirational brand and so is the attractiveness and energetic persona of Anushka Sharma who the audience looks up to as a youth icon. There is great synergy between Canon’s new lifestyle lineup and Anushka as both are exuberant and dynamic. Canon has evolved significantly and securing a youth icon is a conscious step in the natural progression to take our brand to the next level in an increasingly competitive market. Anuskha’s blend of spirit and style, success and charm match strongly with our intent for the brand, which prides itself on innovative and cool design with substance just about perfect for the segment. We are rolling out the campaign with her called ‘What makes us Click’ highlighting youth capturing spontaneity,” said Alok Bharadwaj, Senior Vice-President, Canon India.

Canon’s contract with Anushka as a brand icon is for one year currently.

The campaign was shot on the Majorda beach in Goa over three days and it blended well with the high spirits stressing on the freshness and repositioning of the PowerShot series. The campaign is supported by a national print campaign as well as TVC during the peak travel season of April and May.

Canon is also launching a new IXUS series campaign featuring supermodel Indrani Dasgupta on the theme ‘Live it up with IXUS’. The aim of this print campaign is to enhance the style and luxury quotient of the existing IXUS range, making it a strong premium range for segment that demands efficiency, portability, easy usability and luxury.

Both the campaigns are targeted at the young, working population with differing buying drivers.

“Canon has built strong brand popularity during the last five years by leveraging our association with brand ambassador Sachin Tendulkar who has helped us enormously in building a strong mass appeal across varied segments, regions and demographics. The strategy of adding Anushka Sharma as a youth brand icon is to create stronger emotional bond with Indian youth. With this twin approach, we can expect to build both wider as well as deeper brand connect,” Bharadwaj explained.

Expressing his excitement, Seiji Hamanishi, Assistant Director, ICP Division, Canon India, said, “Throwing light on the kind of life the youth leads, the TVC will enable us to reach out to the youth even better and strengthen our connect as well. Anushkha’s young and energetic face and her spirited demeanor made her the best choice for us and we are sure the TVC will help the brand connect with the audiences better along with a boost in sales.”

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