Dentsu Media to manage advertising duties for Canon digital cameras

By Shibani Gharat , afaqs!, Mumbai | In Media Planning & Buying | March 14, 2012
Allied Media will manage the mandate for Canon's printer business. The combined media budget for this year is about Rs 100 crore.

Digital imaging company Canon India has appointed Dentsu Media to manage the media planning and buying for its digital camera business.

It may be recalled that in February, afaqs! had reported on Allied Media managing the printer business of Canon India. Around the same time, Dentsu Marcom was chosen to handle Canon India campaigns for 2012/03. The digital imaging company has two creative agencies on its roster, namely Dentsu Marcom and Percept/H. While Percept/H managed the campaigns in 2011, this year, it will be managed by Dentsu.

The company intends to spend about Rs 100 crore on media for the digital camera and printer businesses, this year. About 80 per cent of the media spend will be dedicated to campaigns for digital cameras, whereas 20 per cent will be channelled towards the printer business.

Alok Bharadwaj

Alok Bharadwaj, senior vice-president, Canon India confirms the news to afaqs! and adds that the company has big plans for the digital camera business. "Dentsu Marcom has come up with an interesting campaign, which will be launched over the next few weeks," he says.

The entire creative account of Canon moved from Rediffusion-Y&R to Dentsu Marcom in 2004, while only a part of the media business moved from The Media Edge (TME) to Dentsu.
Percept/H started working with Canon in 2007. The same year, it executed a print campaign titled 'Leaf' for Canon Pixma Printers.

In 2007, Canon divided its media business between Dentsu and Allied Media Integrated Communications, the media arm of the Percept Group.

Incorporated in 1997, Canon India is a 100 per cent subsidiary of Canon Singapore. The company has offices spread across seven cities in India. Some of the products offered by the company include digital copiers, multi-functional peripherals, fax machines, inkjet and laser printers, scanners, all-in-ones, digital cameras, digital camcorders, dye sub photo printers and multimedia projectors, semiconductors, card printers, and cable ID printers.

Canon India has also forayed into the retail space with the launch of its exclusive brand retail store, Canon Image Square.

In January, Canon India announced the appointment of Kazutada Kobayashi as its new president and CEO. Kobayashi replaced Kensaku Konishi, who took on his new role as the CEO of Canon Singapore, after his tenure as president and CEO at Canon India for five years.

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