SanDisk Corporation has embarked on an integrated marketing and advertising campaign to create awareness and educate Indian consumers on the need and importance of high capacity memory cards that enable consumers to explore their digital gadgets to the fullest potential. Publicis & Hal Riney has developed this campaign. Headquartered in San Francisco, Publicis & Hal Riney is a full-service advertising agency responsible for some of the most iconic advertising. The campaign commenced on September 25.
SanDisk Corporation, the inventor and one of the largest suppliers of Flash storage cards, is a global leader in Flash memory – from research, manufacturing, and product design, to consumer branding and retail distribution.
The campaign specifically illustrates SanDisk’s 8-gigabyte (GB) range of memory cards across a host of product categories. These encompass mobile phones, mp3 players, digital cameras, camcorders as well as 8 GB USB drives. The campaign is targeted at digital technology-savvy Indian consumers who wish to ‘Get More’ from their digital device – be it storing more music, listening to more songs and/or saving more videos, ringtones and games, among others.
The campaign is being simultaneously rolled out across five high growth cities for digital devices – Delhi, Bangalore, Mumbai, and Kolkata. It will leverage a diversity of media for greater reach spanning print, radio, outdoor and the online medium.
Manisha Sood, Country Manager, SanDisk India and SAARC, said, “India has been witnessing rapid adoption of consumer electronics. SanDisk is uniquely positioned to capitalise on the storage needs for this fast-paced market. While the Indian consumer, especially the youth segment, is increasingly demanding more out of their digital gadgets, surprisingly very few realise that with the simple addition of a large capacity storage card, consumers can unleash the potential of their devices to a great extent.”
“The brief to the agency was to create a campaign that educates consumers on what they can do with a SanDisk 8 GB card and how they can maximise the potential of their digital devices. The campaign focuses on the entire portfolio of SanDisk’s products and also aims to communicate that SanDisk is a world leader in Flash-based memory products,” Sood added.
The campaign will be supported by an innovative on-ground consumer activation programme, which will be rolled out during the festival period, from October 1-28. This programme will be hosted across popular multiplexes and shopping malls to give consumers an opportunity to experience the complete range of SanDisk products. In addition, consumers will also get a chance to participate in some exciting and interactive contests and win prizes. Simultaneously, SanDisk is also organising training workshops across nine cities to educate its channel partners, retailers on the benefits of high capacity memory cards.