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THREE-YEAR DEAL: (From left) Mr Kazuto Ogawa, President & CEO, Canon Singapore Pte Ltd, cricketer Sachin Tendulkar, and Mr Alok Bharadwaj, Vice-President, Canon India, at a press conference in Mumbai on Monday. — Shashi Ashiwal

Mumbai , Nov. 6

Canon has appointed Sachin Tendulkar as its corporate brand ambassador to mark its tenth anniversary year in the country.

Signing a three-year contract with the cricketer, the digital imaging company expects to `Indianise' its brand through the association.

At a press conference, Mr Alok Bhardwaj, Vice-President, Canon India, said, "It is important for the brand to touch the hearts of consumers and have an emotional appeal. We have been present in India for the past nine years and now want to reach the masses by associating with Sachin.''

Sporting three product lines — cameras, printers and office automation systems — Canon expects to increase its market share through its new brand ambassador.

"By next year, we expect to hold the number one position in at least two of our businesses,'' said Mr Bhardwaj.

New campaign

Canon's ad agency - Dentsu is expected to unleash new brand and product communication through television, print and outdoors.

Mr Kazuto Ogawa, President & CEO, Canon Singapore, added, "The selection of our corporate brand ambassador had to be in sync with our corporate philosophy.

The Canon brand stands for a perfect mix of performance, care and reliability and this is exactly what Sachin means to the world. Sachin as a person embodies Canon' s image as an innovative and trustworthy brand with a wide appeal.''

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