Sachin Tendulkar gets shot by Canon

By , agencyfaqs! | In Others
Last updated : November 07, 2006
The Master Blaster has been appointed the corporate brand ambassador for the camera brand, which is celebrating its 10th year of operations in India

After losing

out on Airtel, Sachin Tendulkar has scored with Canon India. The company has named Tendulkar its corporate brand ambassador. This development coincides with Canon completing 10 years in India. The deal between the cricketer and Canon will come into effect from January 1, 2007.

In the past, Canon has associated itself with sports celebrities such as Maria Sharapova. However, this is the first time that it has roped in an Indian sports celebrity to endorse the Canon brand globally. In 2007, when Canon completes its 10th year in India, the company will take a more aggressive, customer-centric approach to Indianising the brand and establishing strong emotional appeal.

As a global brand ambassador, Tendulkar will promote the Canon brand and products and appear in the brand and product communication on television, in print, outdoor media and the various promotions and merchandising material that have been planned for the brand.

Sachin Tendulkar Commenting on the association with Tendulkar, Kazuto Ogawa, president and chief executive officer, Canon, Singapore, says, "The brand ambassadors for the Canon brand are picked keeping in mind that their personality should be in sync with our corporate philosophy of 'Kyosei' - living and working together for the common good. Canon is all about performance, care and reliability. Tendulkar embodies Canon's image as an innovative and trustworthy brand with a very wide appeal."

Alok Bharadwaj, vice-president, Canon India, says, "Celebrating 10 years of operations in India, we will now expand our reach and appeal by touching many more people. This is why we needed a celebrity who matched our brand values and connected with the consumers at the same time. Tendulkar fits our needs and will help us attain leadership position faster."

So far, Tendulkar has been the ambassador for several major brands such as Airtel, ESPN, TVS and Fiat.

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First Published : November 07, 2006
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