The USB market in India is largely dominated by global players like Transcend and ScanDisk. What distinguished our product from these leading players was our superior storage capacity. Hence, we were asked to think of a low-budget idea to capitalise on this differentiating factor and try to make a mark in this highly competitive market.
Taking our superior storage capacity in mind, we made massive USB connectors and fixed them on the rooftops of multiplexes and buildings, making the entire structures appear like giant USB flash drives. The copy read, "64 GB".
The idea was widely appreciated in trade circles dealing with USBs. Even though we were a new player in the USB market, we saw an exponential increase in the demand of our stock as compared to our competitors.
Agency: Publicis, Mumbai, India
Chief Creative Officer: Ashish Khazanchi
Executive Creative Director: Tushar Kadam
Creative Director: Vivek Rao, Shahrukh Irani
Art Director: Girish Wadisherla, Sowmya Balakrishnan
Copywriter: Manan Pandya
Photographer: Mitesh Nitin Popat
Account Manager: Farrosh Khosravi