After bagging the global sponsorship rights for the World Cup and all ICC tournaments till 2007, LG Electronics is unveiling its first cricket-related promotion from August 1. The Rs 10-crore campaign will run for the entire month as a build-up to the ICC Champion’s Trophy, beginning in Sri Lanka from September 12.
LG has roped in Ravi Shastri for the promotion, a multi-media one, which will have Shastri figuring in all the Press ads, TVCs and collateral activity.
The promotion will cover 500 consumers and 525 dealers. During the promotion, the purchase of every LG product will entitle the customer to a cricket souvenir (a bat & ball autographed by cricket captains or a T-shirt). It would also make them eligible to participate in a draw with LG products as prizes, plus a trip to Colombo for one of the matches for the lucky few.
According to sources, the company is targeting sales of two lakh units during the promotion. LG, which is one of the four global sponsors of the ICC tournaments and the 2003 and 2007 World Cups, is believed to have signed the deal for $ 30 million.