Canon India makes a shift in its consumer connect; brings brand closer to the millennial audience with the latest campaign
The new campaign ‘Big Smile with Canon’ stars Manabu Yamazaki, President & CEO along with Anshu Mor, ace stand-up comedian, as they bring together the fusion of comedy and corporate ethos
India, 13th June 2022: To build a stronger connect and make the brand relatable to the younger generation of consumers, Canon India has launched its unique corporate campaign, ‘Big Smile with Canon’. The campaign comprises of five episodes featuring Mr. Manabu Yamazaki, President & CEO, Canon India, and Mr. Anshu Mor, noted stand-up comedian and former senior business executive. With this collaboration, Canon brings to the fore one of its kind unique campaign, taking an inventive approach to strengthen its image as a young brand that the millennial customer group can relate to.
Being a leading Japanese player in the imaging industry, Canon has built a strong legacy through its reliable innovative technology and impeccable services. As the company celebrates its 25th year milestone in India, through this campaign, Canon India is further deepening the connect with the Indian customers, especially with the CEO coming forward as the brand ambassador in the videos.
Commenting on the launch, Mr. Manabu Yamazaki, President, and CEO, Canon India, said, “I am thrilled to announce the launch of our latest campaign ‘Big Smile with Canon’, an endeavor from our side to spread big smiles amongst our audience and employees alike. With this campaign, we look forward to being recognized as a young brand that is constantly not only launching products in line with industry trends but also campaigns that are relevant and most importantly, relatable. We are sure that the messaging brought out with this series will hold the attention and help us build connection with the millennials, which will surely help position Canon as a brand that understands the pulse of Gen Z. It has been a memorable and fun experience for me working with a talented stand-up comedian like Mr. Anshu Mor, and I think it brought me even closer to the beautiful culture of India.”
What comes together beautifully in these episodes is the ideal synergy of discussing mentorship, professional culture, work-life balance, passion and creativity in a quirky way. This unusual and innovative plot twist of a leading brand CEO collaborating with a comedian is in line with Canon’s corporate belief of delighting all - its employees, partners, customers and community at large.
Taking a two-pronged approach in the campaign, Canon has also planned a slew of internal engagement activities with the employees over the course of 5 weeks. The organization strongly believes that for delighting its customers, one needs to be delighted within always. Hence, the activities are aimed at spreading happiness amongst the employees, creating a fun and lively atmosphere to work in.
Mr. Anshu Mor, noted Standup Comedian said, “As a creator, I am always on the lookout to create unique content, which is funny and relatable. This project is of special value to me as a former business professional who got to mix his love for stand-up comedy with the corporate beliefs of such a renowned imaging brand. Never have I interacted with a Japanese CEO before and that too in such an innovative format. It was indeed an extremely fun project to work on and it was an amazing experience to converse with Mr. Manabu Yamazaki and get exposed to his humorous side. During the shoot, I learnt about Canon’s culture and how they stay true to their motto of spreading ‘Big Smiles’ to their stakeholders. We have received some positive audience response so far and we hope the love keeps pouring for this series that we all put so much thought behind.”
Over the past few years, Canon India has been ahead of the curve by introducing state of the art technology and devising new ways to improve customer experience. Canon’s focus areas and marketing strategies strive to be in line with upcoming industry trends and new consumption patterns.
Episode 1 of the series is already out and can be accessed on Canon’s official social media handles-
About Canon Group
Ever since its foundation in 1937, Canon is guided by the 'Kyosei' philosophy of living and working together for the common good. Canon strives to create and deliver world-class products, becoming a top global corporation by diversifying into new business fields throughout the world. Focusing on optical technologies, Canon produces office equipment, consumer and professional imaging devices, network cameras, healthcare, and industrial equipment. Through the close connection between its global head office in Tokyo and regional headquarters in America, Europe, Asia, Oceania, and regional headquarters in Japan, Canon combines its global and local operations organically. In 1996, Canon launched its Excellent Global Corporation Plan to serve society with advanced technologies and become a trustworthy and responsible corporate citizen. The year 2016 was the first year of Phase 5 of the Plan. Currently, Canon boasts a strong global presence of 376 subsidiaries all over the world, supported by 197,776 employees. (Data as of December 31, 2017)
About Canon India
Canon India Pvt. Ltd. is the sales and marketing subsidiary of Canon Inc., a world leader in imaging technologies. Set up in 1997, Canon India markets a comprehensive range of sophisticated contemporary digital imaging products and solutions in India. The company today has offices in 10 cities across India with warehousing facilities at 6 locations and employs over 1000 staff and over 850 channel partners. Canon India enjoys a vast retail presence across the country through Image Square stores, PIXMA Zones and BIS Lounges. Canon India’s service reach extends to over 632 towns covering 19,118 PIN codes across India - which comprises of 188 Camera collection points, 15 Camera repair centers, 294 Printer repair centers, 191 Copier, Scanner and Large Format Printer Sales & Service dealers. (Data as of 19 April 2022)
In sync with its corporate tagline- ‘Delighting You Always’, reinforced by World-class technology, Canon offers an extended product portfolio, including Digital Production Printers, Large Format Printers, Commercial Printers, Multi-Functional Devices, Managed Document Services, Inkjet & Laser Printers, Document and Cheque Scanners, Digital Cameras, DSLRs, Mirrorless cameras, Cinematic Imaging Products, Surveillance cameras and Medical Imaging products catering to the multiple market segments of consumer, SME, B2B, Commercial, Government & PSUs.