Canon kicks off ‘repositioning’ campaign for its Inkjet consumer printers

Executive-Vice-President-Canon-India-Alok-BharadwajNew Delhi, India, August 20, 2014: Canon takes student creativity to the next level with an aggressive marketing drive for its PIXMA range of inkjet printers. The company today launched the Super Student TVC campaign targeting students. The TVC focuses on the ink efficient Canon PIXMA Inkjet printers which inspire students to think out of the box and helps bring out the best in them, always.

The Super Student TVC campaign gives new meaning to creative printing, replete with the exuberance of emotions. The campaign showcases the captivating range of options available to explore one’s creativity.

Speaking on the new brand campaign, Dr. Alok Bharadwaj, Executive Vice President, Canon India Pvt. Ltd. said, “We want to connect with school going kids who have high desire to accomplish high merit and recognitions. Engaging with them on technology is a great conversation which can help us become most desirable brand on their mind radar. These techie students of today are comfortable using smart devices including cloud and wi-fi printing. The new PIXMA Ink Efficient range is designed to combine creative printing with incredible cost-per-print savings. These models offer brilliant functionality and super affordable printing as low as 99 paisa per print. We want to show the students that realising their true creative potential is now possible and that too in a fun way!”

Canon’s PIXMA Inkjet range of printers is bundled with the ground breaking My Image Garden software to offer a variety of image organization and creative printing features. Photographs can be organized by Calendar, Event, and people views.

“We plan to capture 25% market share in the printer category by end of 2014 and become the market leader by 2016. Our printers are currently sold at 1000 retail outlets and we aim to double it by end of 2016. With 300 million students in India, building our brand in their mind is a big business of tomorrow for us.” added Dr. Bharadwaj.

Speaking on the occasion, Gautam Paul, Head – CSP Group, Canon India emphasized about the Canon technology. “The heart of any printer is the ability to print high quality documents and photos, and Canon PIXMA printers excel in this fundamental area. FINE (Full-photolithography Inkjet Nozzle Engineering) technology achieves high-quality and high-speed printing.

User experience is further enhanced with exclusive access to Creative Park Premium website which includes printable 3D paper craft, greeting cards, scrapbook and works by famous artists. This fun resource helps students create fun projects and enhances their creativity”

Canon plans to invest INR 18 crores in advertising & promotions this year for its range of printers. The Super Student TVC will be on air from 22nd August 2014 on kids, news & entertainment channels.

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