The Hindu Business Line : Canon to launch campaign for digital cameras

Speaking to Business Line here, the company's Director and General Manager (Consumer Imaging & Information), Mr Alok Bharadwaj, said the ease and convenience in using a digital camera would be highlighted. Ad agency Dentsu will handle the campaign, which will be in print and on television.

The company will also launch roadshows in the four metros and in Ahmedabad, Bangalore, Hyderabad and Pune for consumers to get a touch-and-feel experience. This is aimed at those who are chary of technology, Mr Bharadwaj said.

Canon has opened its flagship and concept store, Digiclick Zone, in the city. While the store is a franchise and does not sell Canon products exclusively, it has a high mindshare of the brand, Mr Bharadwaj said.

Digital cameras are the fastest growing of Canon India's products. The company expects them to contribute Rs 10 crore of its targeted turnover of Rs 270 crore in 2004, up from Rs 2.5 crore of Rs 230-crore turnover the previous year. It aims to increase its market share to 30 per cent by 2007 from 10 per cent this year.

Canon has 16 models priced from Rs 10,995 to Rs 1 lakh. The company has also launched printers which need not be connected to personal computers for photo prints. Prices start at Rs 7,500.

The market for digital cameras in the country is estimated at Rs 100 crore. Right now, printers are the largest selling category of Canon India's products.

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