From Here On Communications bags Canon's in-studio printing business

By Rashmi Menon , afaqs!, New Delhi | In Advertising | January 21, 2013
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The agency will provide full service communication to Canon India's latest niche product, Canon Pixma Pro series.

Canon India has appointed From Here On Communications (FHO) as the creative agency for its niche product, Canon Pixma Pro series. The pitch process began last month and had one more agency vying for the account.

Canon India

Canon Pixma Pro series is the latest product from Canon's stable in the Indian market. It was launched this month, and is aimed at professional photographers and photo enthusiasts. According to a source close to the development, since it's a focused target segment, most communication strategies will involve direct and print advertising.

Although the size of business could not be ascertained, Canon India estimates the market for in-studio printing at more than Rs 50 crore this year. Canon plans to capture half of this business in 2013. In a press release put up on the company's website, Dr Alok Bharadwaj, executive vice-president, Canon India, says that given a market with more than 10,000 professional photographers and half of them being Canon users, the brand thought of entering the in-studio printing domain.

The three ranges of printers within the series are priced at Rs 48,000-95,000. Besides bringing out precise colours, the models are WiFi equipped.

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