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.
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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