KOLKATA: For any Bengali worth his rosogulla, there can be no greater festival than Durga Puja. And so, not just the people in the country’s east but also major companies located there are gearing up for the festivities. 

In keeping with the celebratory mood, digital imaging company Canon India is going all out with a comprehensive ad campaign comprising print and radio as well as placement of point-of-sale material featuring brand icon Anushka Sharma at all Canon retail outlets. 

The campaign, a mix of above-the-line (ATL) and below-the-line (BTL), focuses on Canon’s digital compact and DSLR camera range. The company has kicked-off a new TV commercial featuring its digital SLR EOS 70D being rolled out from this month. New models too have been launched ahead of Durga Puja.

But, it doesn’t end there. For Canon, it is more about strengthening its connect with consumers in the most effective way, a Kolkata-based brand analyst pointed out. 
Speaking about business in the eastern region, Canon India executive vice president Alok Bharadwaj said that despite the economic slowdown, the company has achieved 27 per cent growth in the DSLR business in the eastern region and has maintained a steady growth rate of 10 per cent across India.

“The current DSLR India market with 2.5 lakh units is expected to grow to 5 lakh units in three years. By expanding offerings with variants of combos and discounts between 10 and 40 per cent, we are preparing for a strong foothold in this segment,” he said.