MAM

Kingston Technology, InDeed launch ‘Earth Edition’ flash drives on World Earth Day

The Earth edition drive was developed in collaboration with Dentsu Webchutney

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/04/22/DAN.jpg?itok=k9IHVLo1

MUMBAI: In a bid to draw attention towards our planet’s current state, Kingston Technology has launched #EarthEditionDrive, which turns the Earth into a USB flash drive that educates and drives people to take action. The campaign is conceptualised by InDeed, the CSR arm of Dentsu Aegis Network.

Earth Edition, the limited edition 64GB USB drive captures attention through its default flash drive icon: ‘The Earth filling up with junk’. The title of the drive ‘Clean Up Before Time’s Up’ also makes for an uncomfortable reality check. Driving home the point that we are running out of space - a disturbing parallel with real life - the brand-new 64 GB flash drive is completely full. Opening the drive shows rows upon rows of junk that showcase the impact of pollution and drives people to take action by connecting them to NGOs.

Kingston Technology India marketing director Vishal Parekh says, “We are happy to have partnered with InDeed for this social initiative on World Earth Day. With this high-octane awareness campaign revolving around our 64GB USB drive, we aim to educate our audiences about the ill effects of neglecting Earth, and to motivate them to take appropriate actions. It’s not just about the shock factor; the true purpose of our Earth Edition drive is to educate and encourage everyone to do their bit. One way to do that is by joining hands with NGOs through a microsite link in the junk videos.”

So how do you actually use the drive if there’s no space?

InDeed group MD Haresh Nayak explains, “You have no other choice. Earth Edition forces you to ‘clean up’ Earth in order to use it, subtly telling you to do the same in real life. This is the kind of campaign that really makes you think about the planet. Everything, right from the messaging on the package, contents and the 64GB Kingston USB flash drive is crafted in a way that will make you take a good look in the mirror and consider your actions carefully.”

The Earth edition drive was developed in collaboration with Dentsu Webchutney, the digital agency from the house of Dentsu Aegis Network.

Dentsu Webchutney chief creative technologist Gurbaksh Singh says, “World Earth Day is our big chance to put the spotlight back on our planet. With some modding, we have turned the humble Kingston USB Flash Drive into a mouthpiece for saving the planet that warns you at every step. In fact, even transferring a file results in a modified windows prompt that says ‘There’s not enough space left on Earth. Clean Up Before Time’s Up’, which sums up not just the campaign but the very need to do this.

As part of the campaign, Earth Edition packages were also sent to influencers and green NGOs to amplify the reach of the message on social media platforms and on ground. Fittingly, the campaign is called ‘Earth Edition’ as it doesn’t get more ‘limited edition’ than our planet. 

‘So, think about it carefully the next time you pollute’, is the message Kingston hopes to drive with the campaign.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/22/Maxxis_Tyres.jpg?itok=RdwIyQM0
Maxxis Tyres launches #PaanchSaalBemisaal campaign

Maxxis India, a sub-company of Maxxis Group, has launched an innovative digital campaign titled #PaanchSaalBemisaal for Maxxis Tyres. The core theme of the campaign is weaved around the idea that most political parties make promises without any warranty, while Maxxis 2-wheeler tyres come with...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/22/Suraja_Kishore.jpg?itok=Z5ffafRU
Suraja Kishore is new BBDO India CEO

BBDO has appointed former EVP and general manager of McCann Mumbai national and planning head at Truth Central, Suraja Kishore, as its new CEO, effective 21 May 2019. The CEO position at the agency was vacant post Ajai Jhala’s exit last year.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/22/Neha_Kulwal.jpg?itok=6P32r3Lz
Driving Digital: How affiliate marketing is helping brands across industries

To say that India is a lucrative online market will be an understatement. Home to the second-largest user base, both in terms of smartphone and internet users, the country is the fastest-growing market in the global e-commerce sector and is expected to get bigger at a CAGR of 50 per cent till 2020.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/21/zomato.jpg?itok=xKFm5POG
Who will be India’s next PM?

Many Indians across our diverse country of 720+ districts speaking over 120 major languages have participated in the world’s largest democratic elections.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/21/ipsos.jpg?itok=KgOnk76-
Ipsos India ropes in Rhuta Wekhande as CFO

Ipsos India, a leading global market research agency has appointed Rhuta Wekhande, Chief Financial Officer (CFO), with immediate effect.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/21/worldline.jpg?itok=IbsLPUAj
Worldline India launched “India Digital Payments Report Q1 2019”

“January was the month with the highest number of transactions in Q1 2019.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/21/uttam.jpg?itok=T5YLpDBF
Centuary Mattresses forays into Luxury segment with launch of ‘The Hybrid Collection’ a superior technology product

Centuary Mattresses - one of India’s leading mattress brand announced the launch of ‘The Hybrid Collection’, this luxury mattress range offers superior quality with the luxury in stylish designs.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/21/prasanth.jpg?itok=Q_YWveF7
Prasanth Kumar to take over as CEO GroupM South Asia from Sam Singh

GroupM Asia Pacific announced the promotion of GroupM South Asia COO, Prasanth Kumar (PK), to CEO. Sam Singh is leaving the GroupM CEO role to take on a senior role at ByteDance in India, a technology company specialising in content platforms.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/21/ramesh.jpg?itok=kq8H-zQ7
Ramesh Ramanathan appointed as chairman and MD of Sterling Holidays

The board of directors of Sterling Holiday Resorts Ltd appointed Ramesh Ramanathan as the chairman of the company with effect from 16 May, 2019.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories