MAM

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

The Earth edition drive was developed in collaboration with Dentsu Webchutney

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

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

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/toi.jpg?itok=tJtQjM2s
TOI innovates, brings out double newspaper during the weekend

On 19 September, the newspaper readers were in for a surprise as there was not one but two Times of India newspapers at the doorsteps of the readers. Initially, they were confused, but later they realised that the publisher had done this intentionally to seek their attention and create a richer...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/virat.jpg?itok=0ydVcPEe
Edtech brand Great Learning tells perseverance is key to success

NEW DELHI: Great Learning has launched its first multi-film ad campaign featuring brand ambassador, Virat Kohli. The campaign consists of a series of ad films titled, ‘Power Ahead - Jo Seekhta Hai Wahi Aage Badhta Hai’. It focuses on the importance of lifelong learning and showcases how upskilling...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/anil_kapoor.jpg?itok=vKVzU5MP
IPL partner Cred launches TVC with Anil Kapoor

NEW DELHI: CRED, a high-trust community of creditworthy individuals, merchants and institutions, has come on board as the official partner of the most awaited event of the year, the Indian Premier League 2020. CRED has kickstarted the journey of making this year’s IPL more rewarding for all players...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/akshay_kumar-policybazaar.jpg?itok=jcxk3F_R
Policybazaar's new spot pushes health & term life insurance

NEW DELHI: Policybazaar.com has launched its new television campaign “AapKiSideHai”. The ad campaign features Policybazaar’s brand ambassador, Akshay Kumar, highlighting the brand's promise of embracing a holistic customer-centric approach while helping to bridge the insurance protection gap in...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/19/chess.jpg?itok=lHnb5sXN
AI-based chess board maker Square Off introduces two new products

Harish Thawani, the founder of Nimbus and Neo Sports is one mean competitor who loves the mental battle the game of chess provides. Are there any other players amongst media executives who want to rise up to the challenge? This one is for Thawani and for them.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/moanxz.jpg?itok=6lhEzyZg
PHD Appoints Monaz Todywalla as CEO for India

Mumbai: PHD, part of Omnicom Media Group, has roped in Monaz Todywalla as its new chief executive officer for India. Prior to joining PHD India, Monaz held the role of VP of growth & strategy at Wavemaker India. PHD APAC CEO James Hawkins said, “We could not have asked for a more experienced,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/somany.jpg?itok=PSMsA4o5
Somany Ceramics styles Mumbai Airport

Somany Ceramics Limited, an internationally acclaimed organization that specializes in ceramics and allied products segment and known to be a leader in design and innovation, has recently executed an outdoor campaign at Mumbai International Airport. The campaign was done in association with Times...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/whitlpool.jpg?itok=4eeVaqU_
Whirlpool to sponsor ESPNcricinfo for IPL 2020

NEW DELHI: Whirlpool of India, a subsidiary of Whirlpool Corporation, world’s leading kitchen and laundry home appliance company, signs official sponsorship with ESPNcricInfo for IPL 2020. As part of the association, Whirlpool will bring alive the IPL fever through one-of-a-kind flagship shows,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/18/amrit.jpg?itok=gzv-1KYz
22feet Tribal Worldwide ropes in Amrit Panigrahi to lead transformation consulting & technology practice

NEW DELHI: In a move to bolster its digital transformation and brand experience offering, 22feet Tribal Worldwide, part of the DDB Mudra Group, has appointed Amrit Panigrahi to lead its transformation consulting and technology practice. Amrit will closely work with  22feet Tribal Worldwide...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required