LG Electronics India Pvt Ltd (LGEIL) has signed Abhishek Bachchan as brand ambassador for its home appliances. The alliance is part of LG’s strategy for 2006, wherein the company will be giving its home appliances division a brand new identity, youthful image and customer connect. It is also the first time that LG has signed on a brand ambassador to launch new positioning, lending a differential appeal to the whole category.
Commenting on this association, Girish Bapat, VP-Marketing, LGEIL, said, “Abhishek Bachchan is more than just an icon, while his image is sophisticated and upscale, he also projects the aura of an out of box thinker and a caring human being. All these images are perfectly matched with LG in the sense that LG has always been and would continue to be an innovative consumer durable brand that cares about customers and continues to develop new generation technology.”
He further said, “Another important reason for our choice was the fact that Abhishek’s appeal transcends across all sections and demographics of the society, a vital element for a consumer durable company.”
LG has signed the contract with Bachchan Jr for a period of two years, during which the actor will endorse the entire range of home appliances of the company. LG plans to utilise this association for various communication channels such as print and television ads, outdoor, road shows and strategic events, among others.”
Commenting on his association with LG Electronics as their new brand ambassador, Abhishek Bachchan said, “LG Electronics as a brand is synonymous with quality and commitment to consumers the world over. It is my pleasure and privilege to be associated with the leaders in the consumer durable industry in India, who understand the Indian consumers’ need for product excellence in terms of usage, technology and innovation.”