LG signs on three brand ambassadors for its mobile phones

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | February 19, 2010
This is the first time that the mobile phones range will have celebrity endorsers

LG Electronics has signed on John Abraham, Abhay Deol and Genelia D'Souza as brand ambassadors for its mobile phone range. The company did not have celebrity endorsers for its mobile phones so far; until 2008, Abhishek Bachchan was the brand ambassador for LG's consumer durables range.

Sudhin Mathur, business group marketing head, Mobile Communications, LG Electronics India Limited, is glad about the chosen ambassadors. "They are youth icons. Having established ourselves in the field of innovation and design, LG Mobiles is now poised to scale new heights."

LG Mobiles will soon be repositioned as a fun-loving, free-spirited brand, which promises quality, innovation, style and excellence in performance. The endorsers, too, are known for the fun-loving, spirited and youthful roles that they've taken on in their careers. Hence, the brand found them to be an ideal fit.

"As part of our overall strategy to reposition LG Mobiles as a youthful brand, the brand ambassadors will help us in relating with our consumers," says Mathur.

LG is banking on its clearly defined value propositions and distribution reach to augment the strategy and gain a strong foothold in the Indian market.

As brand ambassadors, Abraham, D'Souza and Deol will play a key role in helping the brand connect with consumers. LG has planned an aggressive multi-media campaign covering television, radio, outdoor, cinema and internet, which will be supplemented by print ads released during strategic periods. The first campaign will release in the first quarter of the year.

LG has designed close to 14 new phone models, which go beyond functional usage to become a style statement and an extension of the youth's life.

Talking about this association, Deol says, "I always stand for what I believe, be it professional or personal life. Brand LG has always been a personal favourite, and when I was approached for these elegant and stylish mobile phones, I was very excited. These phones come with the perfect bundle of offerings that any youngster would want and is a perfect fit with me."

Until now, Deol has been associated only with Video Volunteers, an organisation that aims at creating alternative media at the grassroots level.

Abraham says, "I love the networking concept in LG phones. I believe in togetherness, sharing, networking and am completely hooked on to social networking sites, which help me keep in touch with family and friends." He also endorses Garnier, PepsiCo and Fastrack.

"LG mobile phones are trendy, stylish, funky and chic; just the way I am. The mobile phones are conveniently designed, which makes them user friendly and simple to operate," says D'Souza.

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