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Forget your phone cameras, this Canon shoots on the go

Conceptualised by Dentsu Marcom, the latest campaign shows the ease of use of the EOS 1200D, making the DSLR camera an affable gadget in everybody’s hand

Sohini Sen | Mumbai | April 16, 2014

canon-TVC-new Click on the image to watch the TVC.

Canon has come out with a new campaign for its EOS 1200 D camea, trying to build a connect by showing the ease of use of the new model. Created by Dentsu Marcom, the campaign tries to build a mass appeal for the brand while creating a dominance in the DSLR market for Canon. The objective of the campaign is straightforward: the tagline says ‘Everyone can, with Canon’.

The creative is centred around the objective of making the EOS 1200D an affable gadget. The agency focused on creating a strong emotional connect with the target audience, in this case the normal family man who might not be a trained photographer. The Canon EOS 1200D, packed with easy-to-use but great features, empowers every “clicker” to turn into a photographer. The opportunity that the brand tapped into was to reconcile the familiarity of “clicking” with the superiority but perceived complexity of a DSLR camera.

A normal consumer thinks that the fancy DSLR is only for professional photographers, one who takes pictures of flowers and animals. In such a situation it was imperative to make the consumer understand that the DSLR is a gadget meant to be used by him as well. This is especially true in a world where cellphone cameras and social media encouraged everyone to take and share pictures.

However, while the mobile phone cameras gave them ease and uncomplexity of use, it was left wanting in the quality of the photos. Canon decided to tap this section and give them the ease of the mobile phone with the picture quality of the DSLR. They chose the regular Indian family so that they could portray that, just like the family on screen, it is possible to use the camera by any family to take pictures which make their moments beautiful, worth sharing.

The TVC starts with a mother giving her child some food in a bowl. But as he pushes it away, the mother snaps a make-believe picture, capturing her son’s naughtiness. The scene changes to a swimming pool where a young boy is about to dive in. The father takes a picture at the perfect moment. The scene keeps changing to show different everyday situations with friends and family which make for click-able pictures.

The whole campaign then became simple enough to execute. With them realising the simplicity of use, more people would graduate from simple cell phone cameras to the Canon EOS 1200D. And with a greater number of people buying Canon products, it would create a larger market share in the DSLR market in India.

The 30-second TVC went live on March 28, 2014 and will be on air for around four weeks. It will also be followed by digital and point of sale merchandising.

The TVC:

[youtube]https://www.youtube.com/watch?v=Tl7U16BZg6Y[/youtube]

Credits:

Client:  Canon India

Creative Agency: Dentsu Marcom

National Creative Director: Soumitra Karnik

Account Management: Yuichi Toyoda, Sunita Prakash, Priyanka KV, Nihar Khemani, Kartik Khanna

Planning: Anand Murty, A Sai Karthik, Narayan Devanathan

Creative Directors: Rishi Aggarwal (Art), Dushyant Pal Singh (Copy)

Director (film): Razneesh Ghai (Razy)

Production House: Asylum Films

Sohini.Sen@BestMediaInfo.com

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