Top Story


Home >> Marketing >> Article

LG allocate Rs 3 crores to promote DIOS range of refrigerators

Font Size   16
LG allocate Rs 3 crores to promote DIOS range of refrigerators

To promoted its DIOS (Digital Intelligence Optimum Silence) range of refrigerators, LG Electronics has allocated a budget of Rs 3 crores this year. An entirely new category of fridges, LG hopes to own the category through a sustained branding strategy. The print campaign will be launched in the metros through dailies from February 16, to be followed by advertising in lifestyle magazines.

LG will go in for a range of roadshows to create initial hype and interest for the product. The roadshows will showcase two other lifestyle products besides DIOS: the world’s thinnest 60-inch screen Plasma TV costing Rs 16 lakh and Whisen wall-mounted air conditioner, priced around Rs 1 lakh.

The entire communication effort will be directed towards converting the conventional ‘top dome’ (double door) fridge users specially in the 500 litre plus category to the DIOS. Positioned as a lifestyle product, the DIOS will be available in three sizes of 610, 705 and 810 lts and a range of six models. Prices range from Rs 63,000 to Rs 1,20,000.

Source: Financial Express


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business