Tendulkar plays photographer for Canon's new ad

MUMBAI: Percept/H, New Delhi‘s new television commercial for Canon IXUS HS features Indian cricketer Sachin Tendulkar as an avid photographer capturing the beauty of India‘s nights across the forts of Jodhpur to the peaks of Ladakh, all under low light and that without flash.


The 30-second TVC titled "India‘s Nights Made Beautiful" is currently on air in the DLF IPL matches.

With this TVC, Canon attempts to position its Canon IXUS HS as an ideal camera to shoot at night without using flash, without your pictures getting blurred and with utmost ease.

Canon India SVP Alok Bhardwaj said, "Low light photography has always been a challenging task for people. No wonder, the High Sensitivity technology in the IXUS HS cameras is a sure shot winner. The idea of "India‘s Nights made Beautiful" has a very strong emotional connect as memories stay with you forever and one never wants their priceless memories to come out hazy or blurred. Sachin‘s integration into the idea has been phenomenal, justifying his presence in a completely new avatar."


The film has been shot by Adarsh Gupta of Nirvana Films, across terrains of Jodhpur, Jaisalmer, Haridwar and Ladakh.

Percept/H Delhi associate creative director Gaurav Bahl said, "The idea to capture India‘s beautiful nights came from a very strong insight that all of us have somewhere faced in real lives while capturing images in low light from our ordinary cameras. I am sure the TVC will strike a perfect chord with the audience." 


Tendulkar quipped, "Well, the idea is incredible as anyone who gets a chance to capture India‘s beautiful nights under low light with the new Canon IXUS, will be overwhelmed."


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