1. You head Canon’s Camera Business Unit in India, a brand that has long stood for precision and passion. If not for cameras and marketing, what alternate career would have clicked with you?
Entrepreneurship, without question. The idea of creating something meaningful from scratch, taking ownership end-to-end, and constantly adapting to challenges—that’s always excited me. Even at Canon, I approach my role with that same mindset: identifying white spaces, driving agile strategies, and building growth engines like a founder would. It’s less about titles, more about creating lasting impact.
2. Nowadays, where everyone’s a photographer with their smartphones, what’s the one myth about DSLR or mirrorless cameras you’d love to bust once and for all?
The biggest myth I’d like to bust is that smartphones can fully replace DSLRs or mirrorless cameras. While great for quick shots, they can’t match the creative control, lens options, and image quality of dedicated cameras. Whether you’re a pro, an enthusiast, or just starting out, features like depth of field, dynamic range, and pro-level audio make a real difference. A camera isn’t just a device—it’s a tool for true storytelling.
3. Canon has been more than a brand, it’s a companion to memories. If your brand were a personality, how would you describe Canon in three words?
Canon, to me, is: Empowering. Limitless. Trusted. It’s more than a brand—it’s a partner in creativity. ‘Can with Canon’ perfectly reflects how it opens the door to infinite possibilities for every storyteller.
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4. What’s one marketing campaign from the Canon India portfolio that still gives you goosebumps? Any memorable behind-the-scenes story worth sharing?
One campaign that still stands out for me is our #CelebR8 launch for the EOS R8. It wasn’t just a campaign—it was an experience. We recreated four full-scale wedding sets in just two days of shooting. Sounds intense? It gets better. We were shooting in the middle of a tornado warning and torrential rain. The crew had to wear hard hats—not for style, but because coconuts kept falling from the trees above! It was an adventure of a different kind. Despite the chaos, the energy on set was electric, and the final output was stunning. That campaign captured not only the capabilities of the EOS R8, but also the resilience and passion of the team behind it.
5. With many mediums available, from Out-of-Home advertising to influencer reels to experiential booths, what marketing channel has given Canon the sharpest ROI, and why?
Our Go-to-Consumer (G2C) strategy has consistently delivered the highest ROI. By engaging directly with consumers through on-ground activations, hands-on demos, and experience zones, we’ve built deeper trust and driven quicker conversions. In an age of digital overload, real-world interaction still makes the biggest impact.
6. You often speak of storytelling through visuals. In today’s algorithm-driven world, how do you ensure Canon’s story remains authentic and not just “trending”?
By staying honest—always. In a world driven by algorithms and trends, authenticity is our anchor. We focus on real stories, real creators, and real moments that reflect the essence of Canon. Instead of chasing what’s trending, we stay true to our brand’s purpose: empowering visual storytelling. That sincerity naturally resonates, even in a fast-paced digital space.”
7. Influencer marketing is a hot lens right now, but do you believe every creator with a camera is a true ‘influencer’ in your category? Where’s the fine focus? Absolutely.
Every Canon user—be it a professional or a first-time creator—carries influence. Their experiences, recommendations, and content drive discovery organically. Influence today isn’t just about follower count—it’s about authenticity and community trust. And that’s something we see consistently from our users.”
8. If marketing was a camera mode, Manual, Auto, or Hybrid, which one would you say defines your style of leadership, and why?
I’d say Burst Mode. Fast, high-energy, and responsive. I believe in building momentum, making quick calls, and constantly challenging the status quo. Whether it’s testing new formats or leading teams through ambiguity, I operate with intensity—and encourage my team to embrace speed with purpose.”
9. What is your secret to consistently coming up with campaign ideas that resonate with both professionals and content creators?
The secret lies in always putting the customer at the center—whether it’s C2C (Closer-to-Consumer) or G2C (Go-to-Consumer), every idea begins with deep listening. We focus on understanding what truly matters to both professionals and content creators—their aspirations, challenges, and creative journeys. When we build campaigns around real insights and authentic experiences, resonance comes naturally. It’s not just about selling a product; it’s about celebrating the people who use it.”
10. What’s the most underrated tool in a marketer’s kit today, something many overlook, but you swear by?
One of the most underrated tools in a marketer’s kit today is the live demo. In an age dominated by digital noise and polished content, there’s nothing more convincing than letting the product speak for itself. Whether it’s at an event, a store, or through a hands-on workshop, a live demo builds instant trust and connection. Especially for products like cameras—where feel, performance, and results matter—there’s no substitute for seeing it in action. It’s simple, authentic, and incredibly effective.”
11. What’s one thing about you that we wouldn’t be able to find on Google?
Something you won’t find on Google? Apparently, I’m a pretty good chef—or so I’ve been told! Cooking is my way to unwind and create without a brief or a deadline. It’s a mix of instinct, experimentation, and a dash of fun—much like marketing, actually. And hey, as long as no one’s complaining at the dinner table, I’ll take it as a win!”