LG Electronics India Pvt Ltd (LGEIL) is making waves in the market with the launch of its new advertising campaign for its ‘Intello Range’ of home appliances featuring popular actor Abhishek Bachchan.
With this new campaign, LGEIL has moved out of the association of the brand with the family and health platform, giving itself a fresh and young appeal. This is the first time that LGEIL has signed on a movie star as its brand ambassador to launch its new positioning for its household appliances, lending a differential appeal to the whole category.
LGEIL’s buoyant growth and leadership in the consumer durable market is reflected in its youthful positioning of the brand. The stature of LG and that of Bachchan junior find a complimentary association with each other, making Abhishek the new face of the consumer durable brand.
Commenting on the new brand positioning and the subsequent new ad campaign, Sandeep Tiwari, Head, Marketing, LG Electronics, said, “Historically, consumer durable brands have portrayed women as the perfect wife, homemaker or a mother. Through this fresh new communication campaign, we would like to break through the regular mindset and move up one level by thanking her for what she is. A woman feels most delighted when the man in her life acknowledges her efforts and compliments her. LG brings in its 'Intello' home appliances to aid her beloved in making her feel special. Abhishek Bachchan, the most eligible bachelor in the country, fit our brief well. Along with charismatic appeal that transcends across all sections and demographics of the society, a vital element for LG Electronics as a consumer durable company, Abhishek also exudes an aura of aristocracy, an aspirational quality that he confers to this association with LG's Intello Products.”
“The health platform is now being adopted by a number of ‘me too’ brands. Also, the need of the hour was to graduate to a 'Health Plus' objective for our campaign. Thus, came this idea of 'Intello', signifying the intelligent and futuristic technology that the brand offers. With the new positioning, LG Refrigerators will now be called 'Intellocool refrigerators', ACs will be called 'Intelloair Airconditioners', washing machines, 'Intellowash Washing Machines', microwaves, 'Intellocook Microwave ovens' and vacuum cleaners as 'Intelloclean Vacuum Cleaners',” added Tiwari.
The advertising campaign has been directed and executed by Pradeep Sarkar.
LG has signed a contract with Abhishek for a period of two years, during which the star 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 publicity, road shows and strategic events amongst others.
Interestingly, LG has taken on non-celebrity faces posing as Abhishek’s wife in an attempt to relate the script to every female viewer. Every woman will be able to imagine herself being wooed by the star in the situations depicted in the TVC – all very special and treasured moments.