anon India, a 100 per cent subsidiary of Canon Singapore Pte, recently launched a new range of digital cameras and camcorders under the theme (yes theme, not brand, the company insists) of Splash. The company is betting on the buying potential of below 24-years-olds who comprise more than 50 per cent of the Indian population. Alan Grant, president and chief executive officer, Canon India, says, "After cell phones, digital cameras are the most aspirational products and the company is all set to capitalise on their pull."

There are seven new digital cameras under the Splash range. The company claims that Splash is the only range of digital cameras at the entry level that features 3.2 megapixel resolution and 2.2X optical zoom. Among these is PowerShot A400, which, the company describes as "the first digital camera specifically targeted at the youth". It is priced at Rs 12,995. The other cameras in the range are PowerShot A85 (Rs 23,995), PowerShot A95 (Rs 28,495), PowerShot S70 (Rs 44,495), G6 (Rs 49,995), EOS 20D (Rs 1.3 lakh) and EOS 300D Black (Rs 54,995). ... more