Canon India expands Dentsu Creative Isobar digital agency mandate

MUMBAI: Canon is zooming in on the digital checkout, and this time the focus is as much on clicks as it is on clicks of the shutter. The imaging brand has expanded its partnership with Dentsu Creative Isobar, appointing the agency as its digital and e-commerce partner for its Imaging Consumer Business (ICB) as it looks to strengthen its online commerce strategy.

The expanded mandate will be managed from Dentsu Creative Isobar’s Mumbai and Gurugram offices, with the agency taking charge of Canon India’s digital and e-commerce strategy across media planning, consumer insights, data-driven marketing and digital retail.

The move reflects a broader shift among consumer brands towards integrating media, commerce and customer experience under a single strategic framework as competition for digital shoppers intensifies.

Under the new remit, Dentsu Creative Isobar will work on strengthening Canon India’s engagement with digital-first consumers, improving visibility across online and retail channels, and creating smoother customer journeys from product discovery to purchase. The agency will also focus on boosting consideration and conversions through integrated media and commerce initiatives.

The appointment builds on an existing relationship between the two companies, with Canon looking to deepen collaboration as demand increasingly shifts towards digital retail platforms.

Commenting on the expanded partnership, Vishesh Magoo, Assistant Director and Head of Camera Business Unit at Canon India, said the company aims to build on the momentum of its existing association with the agency. He added that a closer integration of media and commerce would help deliver stronger campaigns, drive category growth and create more meaningful consumer experiences.

For Dentsu Creative Isobar, the mandate reinforces its strategy of combining creativity, data and commerce to address evolving consumer behaviour.

Sahil Shah, Chief Executive Officer of Dentsu Creative Isobar, said the agency would support Canon India’s growth ambitions through a more integrated media and commerce approach, adding that connecting creativity, data and commerce seamlessly has become increasingly important as customer journeys grow more fragmented.

Shanu Jain, Managing Partner at Dentsu Creative Isobar, said the expanded partnership reflects the strength of the relationship built between the two organisations and creates an opportunity to deliver connected experiences across discovery, consideration and purchase.

According to the agency, the partnership will be driven by Dentsu Creative’s Transformative Creativity philosophy, combining creative thinking, technology and connected consumer experiences as Canon India looks to strengthen its position in the increasingly competitive imaging market.