Six Inches Communications rolls out an OOH campaign for Kingston

MUMBAI: Integrated brand communications agency Six Inches Communications has launched a new out-of-home campaign for the pen drive brand Kingston, wherein it has installed huge pen drives at selected malls.

The installation in the form of an enormous pen drive attempts to highlight and reiterate ‘storage and space’ which is the USP of the brand.

Six Inches Communications MD and CEO Pravin Shah said, “In order to communicate the magnitude of space offered by Kingston pen drives we opted for the OOH medium as it gives a brand the flexibility to explore innovation with products in terms of size, shape and experience. The larger-than-life installation will successfully bring to life some of the key benefits of Kingston pen drive”.

The concept of the innovation revolves around the idea of giving the users a real life experience of entering into a pen drive from the exterior. An illusion of people getting into the pen drive will be created while the inner walls of the ‘gigantic’ installation will have interesting graphics depicting the benefits of the device, the company said.

Kingston India marketing director Vishal Parekh added, “Kingston pen drives have large capacity and is one-of-its-kind in this category. We wanted to highlight the fact that though pen drives look small, they are huge storage devices and convey the idea that one can carry his/her world in a pen drive, be it music, movies, data, photographs or confidential documents”.

Kingston Technology is a US-based independent memory module company whose products include solid state drives, memory modules, Wi-drive, USB drives, memory cards and card readers.

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