Canon unleashes new advertising campaign for IXUS in India

November 14th, 2007 - 2:43 am ICT by admin  
Being introduced during the festive season in the country, Canon India has successfully positioned IXUS as a true cool statement. The commercial has been targeted for the emerging Indian who is stylish and has high aspirations. In a country where 54 per cent of people are below the age of 24, Canon India has attempted to churn out the advertising campaign that will capture the pulse of its target audiences.

The commercial shot in a snazzy set up of an Ice Bar plays on the inspirational needs of the audiences and creates a direct association with the IXUS brand’s image of - style and substance.

Focusing on the lifestyle quotient of their audiences, the advertisement leverages on the concept of how people always yearn for the unattainable or desire for what they can not achieve.

Ravi Udyawar is the man behind the commercial and the still shoot has been conducted by Jatin Kampani, the famous fashion photographer.

Speaking on the new commercial launch, Alok Bharadwaj, Vice President, Canon India Pvt. Ltd. said, “Canon brand has been popular and well known for its cameras for the last 70 years mainly because of its premium technology. Our focus has been to establish products through the cutting edge technology and innovative ways.”

“We recognise that today’s consumer is looking for brand association beyond just technological superiority. Hence we have positioned IXUS range of digital cameras in such an innovative way. The target audience for the product is an emerging Indian who has high aspirations and wants to have his own style statement,” Bharadwaj added.

Dentsu Marcom is the creative agency that has created the innovative television commercial for IXUS. Canon will also be launching the print campaign on IXUS range of cameras. (ANI)

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