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LG Care launches umbrella branding campaign

18-August-2004
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LG Care launches umbrella branding campaign

LG Care has launched its first campaign in India as part of its umbrella branding exercise. The launch campaign with the slogan `Life’s Good’, showcases the strengths of each of the four main products – soaps, detergents, toothpastes and shampoos with the ad capturing the happy association a family has with the brands. The 60-second jingle ad has been made in seven regional languages and would be aired on all the television channels soon.

In sync with the theme ‘Life’s Good’, the visuals in the ad reflect a zest for living with happy individuals and families featured using LG care products, with the suggestion that the products are a part of their everyday `happy’ routine. The jingle highlights the happy mood and also the various aspects of the different brands. The final shot shows the woman of the household falling back onto the cushions in her living room with a relaxed expression of contentment and happiness and this adds effect to the connect the ad hopes to have with the consumer and mainly the woman of the household, who makes purchasing decisions for the family.

Voicing his thoughts on the campaign, Vijay R Singh, Managing Director, India Household & Healthcare, said, “LG Care India will be creating FMCG history with the unique ‘Umbrella Branding’ strategy for the very first time in the industry. The commercial will seek to generate a positive vibe with our consumers and help them associate ‘Life’s Good’ with LG Care’s product offerings.”

Colvyn J Harris, President, Contract Advertising, states, “Our strategy in creating a one-minute film was twofold: one to announce the arrival of LG Care in India and more importantly to clearly communicate our range of products. The film is based on the theme ‘Life’s good’, which is an LG property internationally. We have appropriated this to the brand here in India as we feel it’s apt and suitable to FMCG communication. Water is an intrinsic part of our film and has been used extensively throughout, giving the film a very fresh look.”

Tellywise – a Chennai-based production house has given shape to the ad under the direction of Shiva who has worked on brands like Florsheim, AMP Sanmar, Times of India and Ramco Cements. Sabu Cyril of Yuva, Boys, Asoka, Virasat, Hey Ram, Saaza-e-Kaala Pani fame and India’s national award winning set designer who has done over 850 ad films is the art director of the commercial. Both of Main Hoon Na fame, Manikandan has done the cinematography and Anand, the music director, has composed the musical score. The voice of Kunal who has hits like Doodh, Doodh, Doodh, VIPs Bye Bye and Saathiya has lent his voice for the jingle for the theme song, ‘Life’s Good’. To make the products reflect the fresh feel with water, Joel, a water effects specialist has been roped in. The camera used in the commercial is also the first of its kind used in an Indian commercial.

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