Me-too brands force LG to shed ‘health’ platform

India is growing younger, and so is brand LG.

The Korean electronics major set foot in India in 1997 with a unique positioning for a brand in the durables category – that of health. Back then, LG was a brand meant for the entire family. “While that was a relevant and practical positioning when we entered the Indian market, it’s time for us to go beyond physical health,” says Sandeep Tiwari, head, marketing, LG Electronics India.

According to him, a lot of me-too brands copied LG’s health positioning, thus creating clutter in the minds of the consumer. So, in its second phase in India, LG has dropped this platform and is going in for a sleeker, younger look and appeal.

“Our TG, too, has grown a good five-six years younger,” Tiwari explains. LG’s revised audience set includes the late teens (for its cellphone range) and the early 20s for items such as television sets, refrigerators and airconditioners. The explanation is that nowadays, one tends to have a disposable income at an earlier age. “We hope to make brand LG more aspirational and futuristic for our target group,” Tiwari explains.

Another development is the relaunch of the entire home appliances range, with the pre-fix ‘Intello’ to it. For instance, LG refrigerators will now be called Intellocool Refrigerators and the ACs will be referred to as Intelloair Airconditioners. Intello signifies intelligence and futuristic technology for the brand, thus taking LG’s positioning beyond physical health, and including the mental framework of today’s youth.

To connect with the youth in a better way, Bollywood actor Abhishek Bachchan has been roped in to endorse LG’s home appliances range. The campaign, conceptualised by Capital Advertising and directed by Pradeep Sarkar (of ‘Parineeta’ fame), features Bachchan in the role of the ideal man, always seeking to make the lady of the house feel special.

Tiwari feels that while Bachchan Jr is a persona of youth and vitality for LG’s new TG, he is also like a son, or a grandson, for the older generation. “So, in a way, the spillover effect will happen. It’s a win-win situation for us,” Tiwari says optimistically.

But it may be worth a thought that while the ads have a feel-good appeal, the youth of today tend to be cynical. “Even though the younger generation is cynical, it most definitely aspires to reach higher and is open to big dreams,” Tiwari explains. “That is where Bachchan will help us, thanks to his celebrity status.”

© 2006 agencyfaqs!