Communications has bagged the creative duties for Kingston Technology. The annual ad spends are in the vicinity of Rs 7 crore. This is the first time Kingston is employing an agency in India; earlier, it employed an adaptation company that converted its creatives from abroad to suit the Indian market.
Six Inches' partner, Krish Media Works, will handle the media duties for Kingston.
The pitch for the business involved 11 agencies, including Beehive Communications, Design Hub and 180 Degrees. Explaining why Six Inches was chosen, Vishal Parekh, marketing manager, APAC region, Kingston Technology, says, "It was their overall concept that helped us in making the decision. Six Inches understood extremely well the brand image that we wanted to create for Kingston."
The current communication plan includes mass media advertising on all leading television channels, complemented by cinema and OOH. The television channels include MTV, Sony, STAR and HBO. Outdoor will include transit advertising. On-ground initiatives like road shows, contests and college fest associations have been planned across key markets.
Kingston Technology is nearly two years old in the Indian market. It manufactures independent memory devices that support nearly every device that uses memory, from computers, servers and printers to MP3 players, digital cameras and mobiles.