Canon India’s C Sukumaran tells Media Samosa about the strategy behind the Weddings By Canon campaign and the road ahead for the brand in the South Indian market.
For Canon India’s camera business, South India is an extremely important market. It contributes to about 35 to 40% of their business. With an established stronghold in the territory, the brand foresees potential in the region for Entry Level, Full Frame, and Mirrorless Cameras. The wedding photography segment is one of their most important business drivers in this market, especially in states such as Kerala, Andhra Pradesh, Telangana, and Tamil Nadu.
Building a strategy around these aspects, the brand recently launched a TVC campaign called Weddings by Canon. It was an attempt to reach out to new couples who are in the midst of planning one of the most memorable days of their lives.
“Known for its culture-rich weddings, photography plays a huge role for customers during their special day. The need for capturing their celebrations and traditions is an opportunity for us to promote the culture of wedding photography even more in this region,” says C Sukumaran, Director- Consumer Systems Products and Image Communication Business, Canon India.
He tells us that today’s consumers are very clear about every detail pertaining to their big day, including the equipment that would be used to capture the memories of the said day. This insight was used by the brand to build the new campaign as they highlight their ecosystem of cameras and lenses that could help the couple capture the finer details of their special day — and how Canon can be a trusted partner in the wedding planning process.
The campaign highlights the crucial role of wedding photographers in capturing moments along the way. Customers take the centre stage in Canon’s new campaign as the brand can be seen directly talking to the end consumer — the bride and the groom. Unveiled by film superstar Mammootty on Facebook and Instagram, the campaign films were rolled out in Malayalam, Tamil, and Telugu, each of them customised as per the region for the audiences to relate to it.
“For better cultural resonance, we brought in acclaimed artists from the South Indian film industry including its director, Jismon Joy, actor Govind Padmasoorya as the groom and actress, Mahima Nambiar as the bride. Additionally, music for the ad campaign has been composed by Filmfare award winner, Kailas Menon who works predominantly in Malayalam films and commercials,” Sukumaran shares insights into the campaign.
To ensure authenticity in the narrative, Reji Bhaskar was roped in by Canon India to work on the campaign. Originally from Kochi, Kerala, the Canon EOS Ambassador Program photographer helped the brand in understanding the cultural nuances of the place they wished to depict in the campaign.
Canon India hopes for the ad film to encourage a call to action amongst end-users — the bride and the groom as showcased in the campaign, to consider Canon as an essential partner during their wedding planning. The brand aims to increase its share of voice amongst this set of audiences, along with strengthening its proposition for professional photographers.
“Through this campaign, we aspire to reinstate our brand’s commitment to ensure the latest technological evolutions in photography through the years as well as communicate that we take pride in being a brand that is always a part of all the special moments of consumers in India, especially weddings,” he explains.
Targeting the states of Kerala, Andhra Pradesh, Telangana, and Tamil Nadu, the campaign has gone live on prominent GEC and news channels there. “We have tapped channels such as Mazhavil Manorama, Flowers TV, and Asianet News in Kerala; Zee Tamil, Star Vijay, and Sun News in Tamil Nadu and Zee and TV9 in Andhra Pradesh and Telangana,” Sukumaran tells us.
He further tells us that digital channels, including social media, programmatic advertising, and region-specific OTT platforms, are also being used extensively to promote the campaign. Their main target audience for this campaign is young, soon-to-be-wed couples. Thus, they plan to use social media to reach them efficiently. Sukumaran adds, “We have mainly targeted YouTube and Instagram to run the ad films, considering the rapid rise and consumption of videos in today’s time.”
As for what the next stage may entail, he tells us that it would depend on the response for the first phase. “We would like to see how our audience responds to the first phase of ‘Weddings by Canon’ and then based on our research analytics, we will be planning out its next phases,” he concludes.