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LG’s 10-crore advertising blitz pitches against ‘Team Samsung’

08-January-2004
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LG’s 10-crore advertising blitz pitches against ‘Team Samsung’

Indian cricket captain Sourav Ganguly will be seen alongside Sunil Gavaskar, K. Srikant and Ravi Shastri in a TVC celebrating the spirit of Indian captainship. Titled ‘Captains of India’, the new Rs 10-crore advertising blitz from LG features three former Indian captains anticipating the victory of the Indian team under the leadership of the ‘Bengal Tiger’. The 60-second advertisement, conceptualized and created by Percept D mark, was shot in Mumbai.

By integrating LG products into everyday situations, involving the common man and the players, does the campaign seeks to build familiarity both at a product and at a brand level? Sanjay Kakkar, Branch Director, Percept D Mark replies, “The concept really fits in with LG – they are the leaders in electrical and home appliances, and the products are endorsed by leaders of Indian cricket.”

What is the media mix being used? Ajit K Varghese, Executive Creative Director, Percept IMC tells exchange4media, “We have the ICC global sponsorship rights till 2007. The ad, which tries to capture the frenzy of a cricket match, will be broadcast on all major television channels.”

Why did LG opt for four brand ambassadors? And why cricket players? Is it a pitch against ‘Team Samsung’ which features Rahul Dravid, Virender Sehwag, Anil Kumble, Harbhajan Singh, Zaheer Khan, Ashish Nehra, Dinesh Mongia and Ajay Ratra? LG vehemently denies the same. According to company sources, “The idea behind using four brand ambassadors is to leverage the strength of the entire group of players rather than a single individual. Apart from the cricketers, actor KK Menon also features in the campaign.”

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