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Canon rewrites printing creativity with Pixma Inkjet printers

The ‘Super Student’ campaign, conceptualised by Dentsu Marcom, inspires students to think out-of-the-box and helps bring out the best in them

BestMediaInfo Bureau | Mumbai | August 26, 2014

Canon-Pixma-Inkjet Click on the image to watch the TVC.

Canon has launched a new television campaign titled ‘Super Student’ to market its Pixma Inkjet printers. The campaign, which has been conceptualised by Dentsu Marcom, inspires students to think out-of-the-box and helps bring out the best in them.

The TVC shows a little girl sharing her worry with her friend about her school project. The boy asks her to rest assured and relax because he has a Canon Pixma Inkjet Printer at home. With the help of various features of the printer, he takes out a beautiful print for his friend, who, in return, lands a little kiss on his cheeks.

Titus Upputuru Titus Upputuru

Talking about the creative idea, Titus Upputuru, National Creative Director, Denstsu Marcom, said, “With so many fantastic features like Creative Park and My Image Garden, a Canon Pixma Ink Efficient Series printer can turn a kid into a Super Student. We said, let`s give it a nice, sweet and emotional touch. So, a Canon Pixma Printer not only makes you a Super student, but it can also get you a kiss from the most beautiful girl of your class!”

Canon’s Pixma Inkjet range of printers comes with My Image Garden software that offers a variety of image organisation and creative printing features.

Alok Bharadwaj Alok Bharadwaj

Speaking on the new brand campaign, Alok Bharadwaj, Executive Vice-President, Canon India, said, “We want to connect with school-going kids who desire to accomplish merit and recognitions. Engaging with them on technology is a great conversation which can help us become the most desirable brand on their mind radar. These techie students of today are comfortable using smart devices, including cloud and Wi-Fi printing. The new Pixma Ink Efficient range is designed to combine creative printing with incredible cost-per-print savings. These models offer brilliant functionality and super affordable printing, as low as 99 paisa per print. We want to show the students that realising their true creative potential is now possible and that too in a fun way.”

Canon plans to invest Rs 18 crore in advertising and promotions this year for its range of printers. The Super Student TVC has been on air from August 22, on kids, news and entertainment channels.

“We plan to capture 25 per cent market share in the printer category by end of 2014 and become the market leader by 2016. Our printers are currently sold at 1,000 retail outlets and we aim to double it by end of 2016. With 300 million students in India, building our brand in their mind is a big business of tomorrow for us,” said Bharadwaj.

Gautam Paul, Head – CSP Group, Canon India, said, “The heart of any printer is the ability to print high quality documents and photos, and Canon Pixma printers excel in this fundamental area. FINE (Full-photolithography Inkjet Nozzle Engineering) technology achieves high-quality and high-speed printing.”

The TVC:



Agency: Dentsu Marcom

National Creative Director: Titus Upputuru

Executive Creative Directors: Vishal Mittal, Jitendra Kaushik

Associate Creative Director: Brijesh Bhardwaj

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