SanDisk has rolled out the second edition of its on-ground activation, Memory Yatra campaign, to celebrate festivals with the consumers in Tier2 and Tier 3 cities, while taking the brand closer to them.
Moreover, the brand has also launched a photography contest, 'Photograph Your City', targeted at the photography enthusiast. To add a fun element to the activation, people are encouraged to showcase their cities during festivals.
Manisha Sood, country manager and director, India and SAARC, SanDisk Corporation, says, "The on-ground initiative - Memory Yatra by SanDisk - aims to increase awareness among the consumers in Tier 2 and Tier 3 cities about the importance of memory cards in their digital devices such as computers, smartphones and cameras. We have tried to make the on-ground activity a fun one by associating it with festivals across the country."
As a part of the activation, the SanDisk Memory Van will travel to Chandigarh in April (on the eve of Baisakhi). The brand also plans to take the van to other cities during other festivals, such as to the South during Onam, to Ahmedabad during Navratri, to Kolkata during Durga Puja and to Lucknow and Varanasi during Diwali.
In the first edition in 2010, the van travelled across nine cities during festivals. However, there was no photography contest held then.
Memory Yatra was conceptualised by SanDisk in 2010 to engage with the Indian consumers, and educate them on the need and importance of flash memory to explore their digital gadgets. The platform provides the consumers an opportunity to interact with the SanDisk experts and clarify misconceptions about USB flash drives and memory cards.