Brand promotion through the sport that rules the heart of India seems to have
caught the fancy of LG Electronics India. The consumer electronics major has lined
up a budget of Rs 50 crore for promoting various cricketing events this year including
the forthcoming ICC Champions Trophy.
left) Cricketer Yuvraj Singh, Salil Kapoor, Head-Marketing,LG Electronics
India,ex-cricketer Kris Srikanth, and Indian cricket captain Sourav Ganguly display the ICC Champions Trophy 2004 in New Delhi on Friday, August 6,
2004. LG is the Official Global Partner of the championship.
LG India Marketing Head Salil Kapoor says, around 50 per cent of the Rs 50-crore-investment
will be spent on various below-the-line activities for promoting different cricketing
events. The focus, at present, is on brand building through activities like
events etc. Promotion through mainstream media is not on the cards at present,
To further enhance its presence in the B-grade cities and smaller towns, the
company will aggressively conduct road shows. A whole-new campaign featuring
Yuvraj Singh is
also being planned. LG is also embarking on setting up cricket academies
by the end of this year. “Sports have always been the most sought after
mode for brand promotion and LG will cash in on this opportunity to the best,”
At a press conference in the Capital today, LG showcased the ICC Champions
Trophy, being the official global sponsor of the game. LG cricket ambassadors
Sourav Ganguly, Krish Srikanth and Yuvraj Singh flagged off an 11-city ‘Live
the Game’ tour. The tour will begin from New Delhi and will be extended
to cities like Lucknow, Ahmedabad, Pune, Bangalore, Hyderabad, Chennai, Kolkata,
Chandigarh, Jaipur and Bhopal.