MUMBAI: Digital imaging company, Canon India, has signed up Anushka Sharma as the youth icon to mark the re-positioning of the PowerShot sub-brand.
The company is introducing the new series of PowerShot Digital Cameras which target youth between the age group of 18-30 years of age.
The new PowerShot range enters the lifestyle offerings and the existing IXUS range of lifestyle cameras. It is now focused on the distinctly ‘premium’ consumers whose accessories define their luxury statement to differentiate from others.
Canon India SVP Alok Bharadwaj said, “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. Canon has evolved significantly and securing a youth icon is a conscious step in the natural progression to take our brand to the next level in an increasingly competitive market.”
The company is rolling out a campaign with Sharma called ‘What makes us Click’. Through the campaign, 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.
The campaign is supported by a national print campaign as well as TV commercials during the peak travel season of April and May.
Additionally, Canon is also launching a new IXUS series campaign featuring the Indian model – Indrani Dasgupta on the theme ‘Live It Up with IXUS’. The aim of this print campaign is to enhance the style and luxury quotient of the existing IXUS range, making it a strong premium range for segment that demands efficiency, portability, easy usability and luxury.
Both the campaigns are targeted at the young working population with differing buying drivers.
Canon India assistant director- ICP division Seiji Hamanishi said “Throwing light on the kind of life the youth leads, the TVC will enable us to reach out to the youth even better and strengthen our connect as well. Anushkha’s young and energetic face and her spirited demeanor made her the best choice for us and we are sure the TVC will help the brand connect with the audiences better along with a boost in sales. We aim to target all untapped potential in the Indian market and make Canon an active part of the lives of the youth!”
Canon also recently announced a new range of consumer digital imaging products to embrace next generation technologies and be the first to revolutionize in terms of product innovation and technology. The launch included IXUS 510 HS, IXUS 240 HS incorporated with Wi-Fi sharing.
The new line-up includes 10 new models – 6 PowerShot A series, 2 PowerShot SX series and 2 IXUS series models. This is in addition to three models ( 2 IXUS AND 1 G series ) already announced earlier this year. Some of the advanced features include HS System with new DIGIC 5 image processor, Advanced Face ID – the smartest Smart Auto yet, New Canon lenses – giving the sensor new eyes, Advanced Movie Shooting Functions and Intelligent IS and Optical IS.
