Canon India’s ‘Focus City’ campaign is a promotional activity to reach out to dealers and educate them about the products and schemes on offer. It began with the metros. The brand has now decided to extend the campaign in to the smaller, tier two cities.
The activity will be taken to Pune, Ahmedabad, Patna and Nagpur as a first phase of covering tier two cities. PDM will handle the activity in Pune, Ahmedabad and Patna.
Sanjay Shukla, National Head, PDM – Brand Activation, explained how the brand went about selection of cities in the various stages of the campaign. He said, “The idea behind the ‘focus city’ campaign is to focus on those cities where the market share is low and there is potential for improvement. In the first phase, we covered the bigger cities and now we’re moving to Tier 2 cities.”