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Epson India launches advertising campaign

Epson India launches advertising campaign

September 21, 2011

Epson India have decided to advertise on mass media channels after a substantial time away from televisual marketing.

Typically restricted to concentrating on trade and distribution channels, Epson have now released a 30 second television commercial, and plans to expand this rapidly to compete with Canon and HP, who often advertise in the Indian market.

The baseline for the brand is now “See beyond the usual”, and is the surrounding theme of the TV spot, created by OpusCDM.

Nagesh Manay, Head of Creative Development and Startegy Planning for OpusCDM, stated: “We had to connect with consumers in a conversational tone to build more confidence around the brand.”

Epson are also extensively pursuing print, online media, airport and ground level activations, and will also have six spots during the ongoing India-England cricket series.

Tushad Talati, General Manager of Brand and Communication, Epson India commented: “We saw cricket as the best vehicle to kick-start the campaign. Given the mass pan-India, cross-lingual, cross-geographic reach the game has in India, it was a logical choice to enable widespread penetration in a short span of time.”

He believes Epson had managed to maintain brand recognition: “While the spends on the brand were not large in the past, it’s incorrect to assume that there was no focus on advertising and marketing at all,” stating that brand image was present in their print, online and outdoor appearances.

Categories : Products and Technology

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