AB’s baby to endorse LG home appliances

After Omega and Ford Fiesta, film actor Abhishek Bachchan has been roped by LG Electronics India to endorse its range of home appliances. Signing on Big B junior is a part of LG’s broader strategy for 2006, as LG will introduce a new identity and positioning for its home appliance products, along with a more youthful image.

Girish Bapat , vice-president, marketing, LG Electronics India, comments, “Abhishek Bachchan is more than just an icon; his sophisticated and upscale image projects the aura of an innovative thinker and a caring human being.”

“All these characteristics match perfectly with LG, as LG is an innovative consumer durable brand that cares about its customers and tries to develop new generation technology.”

He adds that another reason for zeroing-in on Bachchan is the actor’s appeal, which spans all sections and demographics of the society, which Bapat feels is a vital factor for a consumer durable company.

As of now, Bachchan has been signed on for two years. The media mix for the new campaign will include television, press, outdoor, road shows and strategic events.

Abhishek Bachchan remarks on his association with LG, “LG Electronics as a brand stands for quality and commitment to consumers the world over. It is one of the leaders in the consumer durable industry in India, and it understands the Indian consumer's need for product excellence in terms of usage, technology and innovation.”

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