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Canon spruces up brand image

Digital imaging giant Canon India has consolidated its presence and commitment to the Indian market by setting up its trademark Neon Signs at the international airports of New Delhi, Bengaluru and Mumbai. With this, Canon becomes the first Japanese company doing such a kind of out-of-home initiative in India. The company also forayed into commercial printing

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Digital imaging giant Canon India has consolidated its presence and commitment to the Indian market by setting up its trademark Neon Signs at the international airports of New Delhi, Bengaluru and Mumbai. With this, Canon becomes the first Japanese company doing such a kind of out-of-home initiative in India.

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"We envision to emerge as the most respectable brand by continuing to delight people of India with our high-end products. As a symbol of our investment and long-term commitment to the Indian market, we have set up our neon signage at three major cities of India. Kolkata and Chennai are next in the pipeline to get the sign boards. The neon signs are environment-friendly, enhance visibility, and give a ubiquitous visual impact," said Kazutada Kobayashi, president and CEO, Canon India, at the launch.

Setting up of sign boards come as a part of the company's aggressive marketing strategies for the Indian market in 2013. As of now, the company holds a 50:50 ratio in its consumer and office business, and has forayed into a new domain-commercial printing-to offer specialization in services such as printing transaction documents, leaflets, etc. The company aims to double the sale of its compact movie cameras, the Cinema EOS, this year. "Right now, we hold a very small percentage of revenue share from our commercial printing segment, which we aim to double up soon," told Kobayashi.

The brand has been associated with Sachin Tendulkar and lately also roped in Bollywood actress Anushka Sharma as its ambassador to add to the brand appeal. The campaign ‘What Makes Us Click', targeted specifically towards the youth, was also declared a huge success. "Unlike the compact cameras, we witnessed a 32% rise in the sales of DSLR cameras, which was way higher than our expectation," informed Kobayashi.

Earlier, a revolving neon sign and LED lighting wall was delivered by Canon Hong Kong in Asia, as part of the Symphony of Light Show in Hong Kong.

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