 "Canon encourages viewers to click photos with 'Everyone can' spot")
Canon India has rolled out a new TV-led campaign to promote its EOS range of cameras. Created by Dentsu Marcom, the new commercial tells viewers that everyone can take good photos with a Canon; every ‘clicker’ is a photographer.
[caption id=“attachment_83022” align=“alignleft” width=“380”] A still from the TVC[/caption]
Speaking about the campaign, Alok Bharadwaj, executive VP,CanonIndia said, “Photography is an area of intense indulgence amongst passionate users. In recent times digital SLR category has caught the fancy of younger audience particularly women. It is now a pure marketing challenge to leapfrog the demand cycle by creating, delivering and communicating compelling propositions through mass media.Canonwants to enable capturing special moments that can become frozen images to cherish. This new positioning statement ‘Everyone can withCanon’ says it all.”
The film opens with a woman feeding her toddler in a booster chair. She keeps a bowl of food in front of her son and begins to walk away. Just then she turns out and clicks a picture with an imaginary camera, and gets the precise shot of the food flying in the air. Cut to the scene where a man and his son are enjoying a day at the pool, whereas the man takes an imaginary picture of his son in mid-air, just as he is diving into the pool. Next, a woman spots a juggler on a unicycle. She, too, takes an imaginary picture with the juggler frozen into the frame. The same girl comes in towards the end and tells viewers that taking a picture with Canon is as easy as just clicking a button.
Watch the film here:
Said Soumitra Karnik, national creative director, Dentsu India, “For any technology product, the instinct of a first-time consumer is to feel a bit intimidated and uncomfortable with it. Once consumers overcome this initial fear they are delighted to discover the world that the product opens up for them. Keeping this insight in mind, the objective we set for ourselves was to make the world of DSLR cameras an inviting and friendly place. We wanted the campaign to welcome consumers to this happy world where they feel at ease to experiment and unleash their capability to take awesome pictures. The tagline ‘Anyone can with aCanon’ captured that friendliness and ease of use that we wanted to convey.”
The campaign will also be exposed to digital and POS merchandise mediums, apart from television.
Credits:
Client: Canon India Pvt. Ltd
Creative agency: Dentsu Marcom Pvt Ltd
Account management: Yuichi Toyoda, Sunita Prakash, Priyanka KV, Nihar Khemani, Kartik Khanna
Planning: Anand Murty, A Sai Karthik, Narayan Devanathan
National creative director: Soumitra Karnik
Creative directors: Rishi Aggarwal (art), Dushyant Pal Singh (copy)
Director (of the film): Razneesh Ghai (Razy)
Production House: Asylum Films
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