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LG's Rs 40 crore 'Cricket First' campaign kicks off, 22 TVCs released

30-November-2002
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LG's Rs 40 crore 'Cricket First' campaign kicks off, 22 TVCs released

The electronics major LG unveiled its 'Cricket First' campaign comprising of 22 TVCs with a promotions budget of Rs.40 crore. Aimed at the upcoming Cricket World Cup, it features all the captains of the 14 participating teams besides Ravi Shastri.

At the special event held at New Delhi yesterday, Ganesh Mahalingam, General Manager-Marketing of LG Electronics while speaking to exchange4media emphasized, "Our ads are distinct in their approach and I'm sure they will surely manage to break the clutter of ads targeted at the world cup. Moreover, besides TVCs, we are rolling out press ads, events and consumer promos to strengthen LG's association with cricket." The campaign created by LG's agency Lowe will run from 1st December onwards on all the major TV channels.

Elaborating more on the concept cricket first, Mahalingam added, "When cricket is on, everything in our life comes to a standstill. So our passion for cricket comes first then everything else. That led to LG's cricket first idea."

LG is the official global partner of ICC including the ICC cricket world cup 2003. To leverage its association with cricket, LG has the support of the captains of the 14 participating world cup teams. Percept D'Mark's Joint Managing Director, Shailendra Singh said, "We created the idea of putting 14 captains together. Initially, it was a dream because getting together 14 of them was like a nightmare. But the idea has really worked well for LG giving it a clear distinct edge over other brands using cricket for promotions."

The Indian cricket team captain Sourov Ganguly unveiled the cricket first logo and the new ad campaign. Thanking LG, he said, "I congratulate LG on this effort as this is a unique thing for a corporate entity to do."

When asked for his views on the widespread commercialization of cricket, Ravi Shastri, the ex Indian cricket team captain turned ace commentator was quick to retort, "What's wrong in that? It leads to more popularity of cricket both among the fans as well as the budding players."

LG's Vice President-Sales & Marketing, Pradeep Tognatta informed exchange4media, "Besides international cricket events, we are increasing our promotion spend in local events also. Besides cricket, we also sponsor other sports like Santosh Trophy in Football besides the golf and polo tournaments." LG Electronics which has witnessed an increase in turnover from Rs.125 crore in 1997 to Rs.2216 in 2001, is focusing its attention to the rural markets as well in addition to the urban markets, Tognatta claimed.

LG is further planning to enter into the mobile market segment too by launching its range of mobile handsets in January next year.

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