afaqs!

SanDisk promotes memory devices through Singathon

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | October 21, 2008
The company has organised a karaoke contest in Delhi to promote its memory storage devices

SanDisk, currently & #BANNER1 & # promoting its flash memory products in India, has organised a karaoke contest, called SanDisk Singathon, in Delhi, Gurgaon and Noida. With Diwali festivities on, SanDisk aims to boost sales of its flash memory sticks (used in digital cameras), flash drives (for storing videos, photos and songs) and MP3 players.

The contest allows people to sing and record their songs at SanDisk booths and a winner is selected every day. Speaking to afaqs!, Manisha Sood, country manager, India and SAARC, SanDisk, says, "The objective of the activity is to educate consumers about what they can do with memory cards. Since music is such an integral part of India, we chose to conduct a karaoke contest."

Karaoke in progress
The activity is targeted at digitally savvy men and women aged below 30 years who need to store music and videos.

The contest is taking place at prominent shopping malls in the National Capital Region, such as The Great India Place and Select City Walk, where SanDisk booths have been set up.

The on-ground activities have been organised by PR agency Text100. SanDisk has tied up with Big FM to promote the contest on air through RJ mentions and ads. The grand finale, which will take place on October 30, will be aired live on the FM radio station and 12 contestants will compete for the grand prize - a trip for two to Dubai. Two RJs from Big FM will host the event.

Speaking about the response to the event, Sood says that 300 people have already recorded their songs at a mall in Noida and another 100 at a mall in Gurgaon.

Apart from the contest, the company is also conducting mall promotions through games and quizzes at Bengaluru, Delhi, Kolkata and Mumbai.