MAM
Canon signs Anushka Sharma for PowerShot Digital Cameras
MUMBAI: Digital imaging company, Canon India, has signed up Anushka Sharma as the youth icon to mark the re-positioning of the PowerShot sub-brand.
The company is introducing the new series of PowerShot Digital Cameras which target youth between the age group of 18-30 years of age.
The new PowerShot range enters the lifestyle offerings and the existing IXUS range of lifestyle cameras. It is now focused on the distinctly ‘premium’ consumers whose accessories define their luxury statement to differentiate from others.
Canon India SVP Alok Bharadwaj said, “Canon is an aspirational brand and so is the attractiveness and energetic persona of Anushka Sharma who the audience looks up to as the youth icon. Canon has evolved significantly and securing a youth icon is a conscious step in the natural progression to take our brand to the next level in an increasingly competitive market.”
The company is rolling out a campaign with Sharma called ‘What makes us Click’. Through the campaign, PowerShot aims at connecting the whole new concept of image capturing with the youth. The company is not focusing on any specific feature or product in the category, but on the brand PowerShot as a whole.
The campaign is supported by a national print campaign as well as TV commercials during the peak travel season of April and May.
Additionally, Canon is also launching a new IXUS series campaign featuring the Indian model – Indrani Dasgupta on the theme ‘Live It Up with IXUS’. The aim of this print campaign is to enhance the style and luxury quotient of the existing IXUS range, making it a strong premium range for segment that demands efficiency, portability, easy usability and luxury.
Both the campaigns are targeted at the young working population with differing buying drivers.
Canon India assistant director- ICP division Seiji Hamanishi said “Throwing light on the kind of life the youth leads, the TVC will enable us to reach out to the youth even better and strengthen our connect as well. Anushkha’s young and energetic face and her spirited demeanor made her the best choice for us and we are sure the TVC will help the brand connect with the audiences better along with a boost in sales. We aim to target all untapped potential in the Indian market and make Canon an active part of the lives of the youth!”
Canon also recently announced a new range of consumer digital imaging products to embrace next generation technologies and be the first to revolutionize in terms of product innovation and technology. The launch included IXUS 510 HS, IXUS 240 HS incorporated with Wi-Fi sharing.
The new line-up includes 10 new models – 6 PowerShot A series, 2 PowerShot SX series and 2 IXUS series models. This is in addition to three models ( 2 IXUS AND 1 G series ) already announced earlier this year. Some of the advanced features include HS System with new DIGIC 5 image processor, Advanced Face ID – the smartest Smart Auto yet, New Canon lenses – giving the sensor new eyes, Advanced Movie Shooting Functions and Intelligent IS and Optical IS.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
