afaqs!

Ghajini used to promote Kingston's memory products

By Rohit Nautiyal , afaqs!, Mumbai | In OOH News | December 30, 2008
Six Inches, Kingston's creative agency, ran the campaign across 13 multiplexes in Delhi and Mumbai

Hindi & #BANNER1 & # film actor Aamir Khan's latest release, Ghajini, has been promoted through various innovative marketing activities. In an interesting twist, the movie has also proven to be a storehouse of advertising ideas for selling products and services.

Those who went to see Ghajini recently were in for a surprise. They were greeted at the multiplex by a promo outdoor campaign of Kingston Technology for My Genie, a technology which gives you the ability to never lose memory on electronic devices. Kingston Technology is a Taiwan based supplier of memory products.

The creative team of Six Inches, Kingston's creative agency, went for the screening of Ghajini on December 24. In the movie, Khan plays the role of a man who suffers from short-term memory loss and hence keeps noting his experiences and events on his body in the form of tattoos.

On seeing the movie, the creative team hit upon the idea of never losing your memory if you rely on Kingston Memory Drives. A Khan lookalike was arranged and given a look similar to that of his character, Sanjay Singhania, in Ghajini.

The creative of the campaign has the picture of the lookalike with a smile on his face, instead of the characteristic anger that Singhania displays in the film. The duplicate has a tattoo on his chest, which says, "I never lose my memory, thanks to Kingston". The tattoos on his arms read "My memory" and "My data", meaning that these are protected with the use of Kingston products. In the film, Singhania carries around photographs of important things, inscribed "My house" and "My doctor".

Since Kingston Technology is 'Committed to Memory', this campaign harps on the fact that with Kingston Technology products, losing any form of memory - such as movies, music and data - is impossible.

Kingston is positioned as My Genie, which is also a play on the title of the movie. It is a genie in terms of its reliability, dependability and magical qualities when it comes to retaining memory. The company also offers a new range of waterproof drives, which make sure that even water cannot erase memory.

The campaign has been executed across 13 multiplexes of PVR, Cinemax and Big Cinemas in Delhi and Mumbai. Touchpoints such as box-office window stickers, tent cards on food counters, large format self-standees, slide intervals and floor stickers on exits have been used to catch the viewers' attention. The campaign, which was begun on December 25, will run for a month.

Vishal Parekh, manager, marketing, Asia-Pacific business division, Kingston Technology, says that the target age group for memory products offered by Kingston is 14-35 years. He says, "Memory is important and we wanted to explore this idea by mixing it with a tinge of humour. We see our offerings more as lifestyle products than hardcore technology stuff. Soon, we will be doing below-the-line activities in a big way to increase product awareness."

The campaign is supported by an online domain, Ineverlosememory.com, to keep a track on visitors who find the idea of My Genie interesting.

Founded in 1987 with a single product offering, Kingston now offers more than 2,000 memory products which support nearly every device that uses memory, from computers, servers and printers to MP3 players, digital cameras and mobiles. With its global headquarters in Fountain Valley, California, Kingston employs more than 4,500 people worldwide. The company began its operations in India around two and a half years ago.

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