Anushree Bhattacharyya

Percept/H to handle the campaigns of Canon in 2011

Canon has two agencies on its roster - Dentsu Marcom and Percept/H. While Dentsu Marcom bagged the creative account in 2004, Percept/H started working on the brand from 2007.

Percept/H, will be handling the campaigns of the digital imaging company, Canon India for the year 2011. Currently, Canon has two creative agencies on the roster, Dentsu Marcom and Percept/H. While the entire creative account moved from Rediffusion Y&R to Dentsu Marcom, only a part of the media business moved from The Media Edge (TME) to Dentsu in 2004.

Percept/H started working with Canon in 2007. The same year, the agency executed a print campaign titled 'Leaf' for its Canon Pixma Printers.

Percept/H to handle the campaigns of Canon in 2011
Speaking to afaqs! Alok Bharadwaj, senior vice president, Canon India, says, "Every year, we decide upon one agency. Although, Dentsu and Percept/H are both on our roster, this year the campaign will be executed by Percept/H."

Canon India offers a range of products such as copiers, printers, facsimile machines, scanners, digital cameras, digital camcorders, multimedia solutions, consumables, projectors and calculators. Over the years, the company has been increasing its focus on marketing and advertising. Last year, the company launched two campaigns - 'Canon on Wheels' a below-the line activity, and an advertising campaign 'My IXUS My Style' by Dentsu Marcom for its newly launched, IXUS - digital camera range. Dentsu also came out with a print campaign for Image Runner Advance - Canon's business product.

While, Percept Activ, the brand activation arm of Percept Group managed the on-ground activities of Canon Photomarathon India in Delhi, Mumbai and Bengaluru, Percept/H created its out-of-home campaign - Recycle Programme.

In 2007, Canon also divided its media business between Dentsu and Allied Media Integrated Communications, the media arm of the Percept Group. Both Percept/H and Allied Media won the respective accounts for creative and media after the campaign, 'Aamchi Mumbai'.

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