I recently visited a Canon outlet to check out a new range of digital
camera. On entering, I saw a camera submerged in water. I was little
surprised to see that and was curious to know about it.

 It came out to be a camera which Canon launched as a waterproof camera
in the beginning of 2009. To induce curiosity, create experience
around this product, show case true strength of their product and
create buzz, Canon has decided to showcase USP of their camera in a
style.

 Canon has put their foot where the mouth is. I found their approach
quite novel. For years many watch manufacturers have been selling
watches which are water resistant. Customers ask couple of times about
manufacturer's guarantee on water resistance. But none of these
guarantees gave peace of mind to customers which Canon's small gig has
given. This cannot be achieved by any amount of advertisement. This
cannot be achieved even if some celebrity endorses the product.

 As they say, seeing is believing, as perception builds once you see
the whole process.

 By the way, I also liked the passion with which their salesmen explain
their products. I have no doubt that my next digicam will be of Canon.