Tendulkar to promote Canon

NEW DELHI: Canon India Private Limited today announced that it has signed on Sachin Tendulkar as the

company's Corporate Brand Ambassador and is looking at 'Indianising' the brand appeal as a part of its tenth

anniversary celebration in India.

As a part of this agreement, starting from January 1, 2007, Tendulkar will be a part of the Canon advertising,

corporate, 10th anniversary celebrations, retail, press and outdoor campaigns. He will also be a part of the

special Canon Anniversary Calendar that will be shot by Atul Kasbekar and launched later this year, a Canon

statement said.

Speaking on this occasion, Alok Bharadwaj, Vice President, Canon India said, "We are excited about this year

as we are entering in Phase II of our growth in India. We are initiating a number of programmes to mark our 10th anniversary celebrations. Started in 1997, the company has grown reaching to a level of Rs 400 crore by 2006.”

The company will be embarking on communication programme featuring editorial and advertising campaigns across different media. Canon will be spending over Rs 30 crore towards brand building initiatives and the tie

up with Sachin Tendulkar will integrate with this program.