Top Story

e4m_logo.png

Home >> Advertising >> Article

LG launches new brand campaign with Abhishek Bachchan for its Intello range

15-April-2006
Font Size   16
LG launches new brand campaign with Abhishek Bachchan for its Intello range

LG Electronics India Pvt Ltd (LGEIL) is making waves in the market with the launch of its new advertising campaign for its ‘Intello Range’ of home appliances featuring popular actor Abhishek Bachchan.

With this new campaign, LGEIL has moved out of the association of the brand with the family and health platform, giving itself a fresh and young appeal. This is the first time that LGEIL has signed on a movie star as its brand ambassador to launch its new positioning for its household appliances, lending a differential appeal to the whole category.

LGEIL’s buoyant growth and leadership in the consumer durable market is reflected in its youthful positioning of the brand. The stature of LG and that of Bachchan junior find a complimentary association with each other, making Abhishek the new face of the consumer durable brand.

Commenting on the new brand positioning and the subsequent new ad campaign, Sandeep Tiwari, Head, Marketing, LG Electronics, said, “Historically, consumer durable brands have portrayed women as the perfect wife, homemaker or a mother. Through this fresh new communication campaign, we would like to break through the regular mindset and move up one level by thanking her for what she is. A woman feels most delighted when the man in her life acknowledges her efforts and compliments her. LG brings in its 'Intello' home appliances to aid her beloved in making her feel special. Abhishek Bachchan, the most eligible bachelor in the country, fit our brief well. Along with charismatic appeal that transcends across all sections and demographics of the society, a vital element for LG Electronics as a consumer durable company, Abhishek also exudes an aura of aristocracy, an aspirational quality that he confers to this association with LG's Intello Products.”

“The health platform is now being adopted by a number of ‘me too’ brands. Also, the need of the hour was to graduate to a 'Health Plus' objective for our campaign. Thus, came this idea of 'Intello', signifying the intelligent and futuristic technology that the brand offers. With the new positioning, LG Refrigerators will now be called 'Intellocool refrigerators', ACs will be called 'Intelloair Airconditioners', washing machines, 'Intellowash Washing Machines', microwaves, 'Intellocook Microwave ovens' and vacuum cleaners as 'Intelloclean Vacuum Cleaners',” added Tiwari.

The advertising campaign has been directed and executed by Pradeep Sarkar.

LG has signed a contract with Abhishek for a period of two years, during which the star will endorse the entire range of home appliances of the company. LG plans to utilise this association for various communication channels such as print and television ads, outdoor publicity, road shows and strategic events amongst others.

Interestingly, LG has taken on non-celebrity faces posing as Abhishek’s wife in an attempt to relate the script to every female viewer. Every woman will be able to imagine herself being wooed by the star in the situations depicted in the TVC – all very special and treasured moments.

Tags

Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)