"Trust' is the foundation of Six Inches' new campaign for Kingston

Six Inches has created a new print and outdoor campaign for Kingston” a manufacturer of memory products for computers and allied systems ' that aspires to foreground the trustworthiness of the products. The campaign, whose theme is "I Can', is driven by a bold, contemporary aesthetic and incorporates real-life situations to which the young TG can easily relate. For instance, one of the visuals features a modern Indian woman dazzling in corporate chic; she is holding a strolley that is shaped like one of Kingston's devices.

Kingston, the world leader in memory products, secured a significant market share in India in 2009. The company intends to achieve greater success this year. The campaign, therefore, is a fitting start to the quest.

According to Pravin Shah, the managing director & CEO of Six Inches, the "I Can' theme shows how Kingston's memory products buttress consumers' belief in themselves. "We have brought out Kingston products in a larger-than-life form within the campaign execution and it's a clutter breaker in the category," Shah has told the media. "The campaign will be primarily driven by outdoor medium with lot of innovation around it. The campaign will also explore social media to its max and will engage youth with a microsite through an "I CAN' contest."

Vishal Parekh, marketing manager, APAC Business Division, Kingston, has been quoted in the media as saying that Kingston was seeking to consolidate its position as the market leader at the APAC level. "We felt the need to have an advertising campaign to deliver the message to the target audience," Parekh has said. "We chose trust as the brand promise since it was relevant and also a great image enhancer. The campaign also takes ahead our last year theme of "It's my space' which received accolades from Kingston global network."