Canon signs in Anushka

Canon India has signed up Anushka Sharma as the youth icon for 1 year, to mark the re-positioning of it's Power Shot sub-brand in the digital camera segment.

This move coincides with the introduction of new series of Power Shot Digital Cameras which have targeted at youth. Anushka's blend of youth, spirit, energy, style and charm strongly matches the new approach of the PowerShot brand. 

Targeting the youth between the age group of 18-30 years of age, the campaign on the brand PowerShot aims at connecting the whole 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 brand PowerShot as a whole. Going back to basics - the click of the camera and how one tells a story through that click is the underlying design of the campaign. 

"Canon is an aspirational brand and so is the attractiveness and energetic persona of Anushka Sharma who the audience looks up to as the youth icon. There is great synergy between Canon's new lifestyle line up and Anushka as both are exuberant and dynamic. 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," said Alok Bharadwaj, senior VP, Canon India.

"We are rolling out the campaign with her called What makes us Click highlighting youth capturing spontaneity. We truly believe our association will go a long way as we commit ourselves to bowl over the youth of India.ct with Anushka, as brand icon is for 1 year currently", he added.