SanDisk: Capturing the essence of celebration

The Mobile Memory Van has three different sections based on the concept of the brand's product line - capture, share and preserve. The van will travel to various cities across India during festivals and the activation will continue for the whole year.

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.

The on-ground activation consists of a Mobile Memory Van that travels to different cities, informing consumers about the brand's product range and also engages them with on-spot games. SanDisk Memory Van is designed on the concept of capture, share and preserve, depicting the three product lines of SanDisk - MicrosD/imaging cards, USB flash drives and Memory Vault. Based on the same concept, the mobile memory van has three different sections, which enable consumers to get a complete perspective of the entire product range offered by SanDisk. The company plans to continue the activation through the whole year.

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."

The activation and the photography contest started in Jaipur on February 29. The four-day contest invited people to capture images depicting the campaign theme. The participants had to submit a printout of the images at the SanDisk Memory Van. A panel of judges chose the best entries based on the interpretation of the theme, the accompanying description and photo quality. The winners were awarded cameras and SanDisk merchandise.

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.