Nikon, the Japanese Company dealing in imaging products like Digital camera, lens etc will launch its first TVC in India by April. The company competes with Canon and Sony for the domestic market share.

The company until now had been focusing on below-the-line campaigns. The ad campaign is slated to increase the brand visibility and spread more awareness about the brand and its various products in different segments. As of now, Nikon enjoys 45 per cent of the 15,000-units per year domestic digital SLR camera market and 13 per cent in the compact segment, which is estimated at 1.2 million units per annum.

With the ad campaign, the company aims to increase the share to 50 per cent of the digital SLR segment and 15 per cent of the compact category by the end of this year. The company will invest heavily in spreading awareness as well as start a new initiative ‘Nikon School’, an educational programme related to the company’s products and services.

Hidehiko Tanaka, managing director, Nikon India confirmed the news, “We are aggressive with our marketing campaigns. We are coming out with our first television commercial (TVC) in this market in April.”

Nobuyoshi Gokyu, head of Asia operations, Nikon Corporation, further added, “Unlike the rest of the world, the Indian camera market is growing and we see a lot of potential here. So we aim to get 50 per cent of the SLR camera market and 15 per cent of the digital compact market this year.”