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Canon launches first-of-its-kind OOH initiative in India

Intensifies marketing push with unique neon signs at the International Airports in New Delhi, Bengaluru and Mumbai, the first by any Japanese company

BestMediaInfo Bureau | Delhi | January 30, 2013

Kazutada Kobayashi, President & CEO, Canon India unveiling the Canon Neon Sign

Canon India yesterday unveiled a first-of-its-kind Out-of-Home initiative in India. Proving its reputation as a technology innovator, Canon went a step further by setting up unique neon signs at the International Airports in New Delhi, Bengaluru and Mumbai. This is the first such initiative by any Japanese company in India. Designed by advertising giant Dentsu India, the concept lies in the growing popularity of neon signs in the country that surround consumers with unique and ubiquitous visual impact.

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.”

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. 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 had rolled out a new marketing campaign by roping in young Bollywood actress, Anushka Sharma as the brand ambassador for Canon’s cameras. After it’s highly successful ‘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.

Canon Hong Kong was also 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.

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