Canon extends ‘What makes us click’ with Diwali season in focus

Watch the ad film created by Dentsu Marcom here

Oct 23, 2012 02:20:00 PM | Video | Pooja Ahuja Nagpal Share -

Canon has released a new TVC featuring brand ambassador Anushka Sharma for the festive season. The TVC went on air on 17 October and has been created by Dentsu Marcom.

The film uses the brand thought of ‘What makes us click’ with a Diwali flavour to target the youth. It features youngsters getting ready for the festivities and Sharma clicking their candid pictures with her Canon camera. The film captures all the Diwali-related specialities like phuljhadi, phataka, laddoos, and chakris. Sharma signs off, saying: 'Anything and everything about us makes Diwali click'.

Alok Bhardwaj, senior vice president, Canon India,said, “The objective of this communication was to capitalise on the festive season. We planned to create a seamless experience for our customers and reinforce our brand's core messages. This ad is an extension of our very successful 'What makes us click' campaign. The campaign retains the exuberance, energy and youthful appearance of the brand. It focuses on the brand ambassador, Anushka, in a playful mood on Diwali, perfectly matching the brand personality, as an youth icon.”

On the TVC, Soumitra Karnik, national creative director, Dentsu Marcom, said, “This campaign is just another sliver of ‘What makes us click’. It’s not just Diwali as a festival, which makes us click as youth. The view is that we are the people that make Diwali click, so the difference between a boring Diwali and an interesting Diwali is the people that make it. I think that’s the unique lens that we saw it from."

Karnik added that the campaign's success is also measured by the competition's reactions to Canon's advertising. "Look at the competitors' TVCs; they are all trying to be young, suddenly. So obviously, the campaign seems to be working."

The four-week campaign will also explore the mediums of outdoor, digital, and will have visibility at point of sales.

Credits
Client: Canon India

Creative agency: Dentsu Marcom Pvt Ltd

Account management: Sunita Prakash, Kapil Jayaraman, Priyanka KV, Kulanath Kaushik

Planning: Narayan Devanathan, Ivy Mukherjee

National creative director: Soumitra Karnik

Art director: Amanat Dugal

Copywriter: Soumitra Karnik

Director (of the film): Rajneesh Ghai

Production house: Asylum Films