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LG signs Zayed Khan as brand icon

12-February-2005
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LG signs Zayed Khan as brand icon

After boosting the sales of Pizza Hut considerably, young, vibrant, Main Hoon Na star Zayed Khan has signed a contract with LG Electronics India Limited to endorse their entire range of products. Zayed will now be joining cricketers Yuvraj Singh, Sourav Ganguly, K. Srikanth and Sunil Gavaskar in endorsing the brand.

He also unveiled the new phone launched by LG, T5100, which is a digital camera phone with 1.3 megapixel resolution. The features in the phone include twist design, one hour video recording, 40 polyphonic tunes, among others. The phone is priced at Rs 25,990.

Salil Kapoor, Head of Marketing, LGEIL, said, "We believe that Zayed is the appropriate brand fit and possesses the core values of the brand." Asked on their association with cricketers, he said, "LG electronics till now was associated closely with brand ambassadors from the cricketing fraternity. While we will continue our association with cricket, we wanted to further enlarge the scope of our brand by associating with Zayed Khan."

Interestingly, the company is looking at further extending its association with the entertainment industry. Kapoor said, "We are sponsoring the Stardust Film Awards, which will be held on February 20 and would be aired in March first fortnight. We are also looking at associating ourselves with two big Bollywood film banners - one featuring Rani Mukherjee and Abhishek Bachchan." Although the company is associating with various aspects of entertainment, Kapoor said this does not mean that cricket would lose their area of focus. "During Indo-Pak series, cricket would certainly be the most watched event and we would want to leverage on that."

Asked on the promotional budget, Kapoor said, "LGEIL, in all, has been spending Rs 200 crore, which is spent on branches, press activities, advertisements, ground events and sponsorships."

LGEIL achieved a turnover of Rs 6,500 crore in 2004 and aims to touch a turnover of Rs 9,000 crore in 2005 and has set some aggressive targets for the GSM mobile phones market. Incidentally, the company has plans to reach a target of Rs 100 crore with lgezybuy.com. "Last year lgezybuy.com made Rs 20 crore and this year we are looking at five-fold increase," he added.

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