India Household & Healthcare Ltd said it has received LG Care's mandate to market and distribute its products in all SAARC countries except Pakistan.
The company, which has just rolled out LG Care's range of products across over 2 lakh outlets in the country, will play a similar role in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan, as also in non-SAARC countries such as Myanmar and Mauritius, said Mr Vijay R. Singh, Managing Director, Indian Household & Healthcare.
The products will likely be shipped out of India and thus would bring in a "huge amount of export revenue", he said.
Control of the distribution in neighbouring countries will also help the company prevent cheaper versions from there coming into India, especially considering that the duties here are higher, he said.
LG Care, whose range in India includes toothpastes, shampoos, detergents, diapers and soaps, will launch its first ad campaign early August, first in the Telugu market. Overall, the company's campaigns will feature in 35-40 television channels and will run throughout the year — "there will be no blank month," he said.
Out of the first year's marketing budget of Rs 30 crore, the company has allotted Rs 15-18 crore for the electronic media.
The ad in Telugu will be the first of the umbrella branding campaigns, which will also run in six other languages. Contract Advertising is in charge of the company's creatives while its media functions are handled by MPG.
LG Care is in the process of enlisting 21 brand ambassadors; two or three celebrities are likely to represent each product category.