Advertisement

Capture Mumbai’s plan is to provide hands-on experience to consumers and bring the technology closer to them. For this, Canon has selected 100 locations like- malls and high-traffic areas, where they can reach maximum people for say about 20,000-25,000 people on daily basis.

To this, Alok Bharadwaj, senior vice-president, Canon India said, “Mumbai is the town that has maximum potential and a strong photo community. We thought it would give us a good launch pad,” as per media sources.

After Mumbai the next destination will be Bengaluru and from here on the activity will be taken ahead to 8 other cities which will include – metros and mini-metros. However, the city-specific campaign will last for 6 months, which will hopefully reach out to 50 lakh customers.

Now comes the second ground activity, ‘Canon on the Wheels’ – this activity has been especially designed for the smaller cities.

For Canon on the Wheels activity – a caravan of 4 vans, called Canon Image Mobile Express, will cover 50 cities. And, in each city these vans will set up a Canon Image Fest in an area of 1, 500 square feet, in order to provide touch and feel experience to over 5 lakh customers. Here, customers can also buy products from these outlets.

Along with these two on-ground activities, Canon also plans to launch a television commercial, which will promote Ixus – a stylish camera, which targets at lifestyle-conscious consumers. It will be on-air in February 2010. And, the creative agency for the ad is Dentsu.