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Tag: LG India

  • LG rallies youth to step up with ‘Life’s Good When Life’s Shared’ campaign

    LG rallies youth to step up with ‘Life’s Good When Life’s Shared’ campaign

    MUMBAI: LG Electronics India has turned up the volume on social responsibility with its latest campaign, ‘Life’s Good When Life’s Shared’. The company has launched a compelling video urging young people to step up and embrace the life-saving power of blood donation. In a world where hashtags trend and causes go viral, LG is bringing an important message to the forefront—your small act of kindness can mean the world to someone in need.

    The campaign video captures the energy and optimism of youth, painting a picture of camaraderie and selflessness. It highlights how donating blood is not just an individual act but a community-driven movement that saves countless lives. Because nothing says ‘I care’ better than giving a literal part of yourself to help another.

    Featuring today’s socially conscious generation, the video opens with a powerful call to action, emphasising the vital role of blood donation in fostering community spirit. Through engaging visuals and a narrative that pulls at the heartstrings, it showcases how small acts of kindness can transform lives. The campaign jingle, a vibrant blend of uplifting beats and an infectious hook, makes sure the message lingers long after the video ends.

    A robust digital strategy is in place, leveraging influencers, user-generated content, and social media activations to encourage participation. The campaign invites individuals to take a pledge to donate blood, creating a movement that extends beyond the digital sphere and into real-world impact.

    The campaign video is part of LG’s mega blood donation drive, covering 69 cities across India. Over two months, LG will set up 400 blood donation camps in collaboration with trusted NGOs and blood banks, ensuring safety and efficiency throughout the process. Over the years, LG has successfully mobilised thousands of donors, proving that CSR activity is more than just an activity—it’s a commitment.

    With ‘Life’s Good When Life’s Shared’, LG continues to walk the talk, using its influence and storytelling prowess to inspire tangible change. Blood donation isn’t just a one-time gesture—it’s an ongoing movement, and LG is making sure it stays at the forefront of public consciousness.

    For more information on the campaign and how to participate, visit: LG Blood Donation

  • LG India corporate marketing head Amit Gujral moves on

    LG India corporate marketing head Amit Gujral moves on

    MUMBAI: The corporate marketing head of LG India, Amit Gujral has stepped down from his position after serving the company for more than a decade.

    Gujral has been associated with the consumer industry for over 23 years and had started working with LG in 2003.

    In his 16-year-long stint at the company, Gujral served on many strategic roles, managing the complete life cycle of products from inception to consumer sell out. He had been responsible for crafting strategies for brand building, promotional activities, and consumer engagements.

    He has extensive experience in marketing (corporate communications, marketing communication, ATL/BTL/ISM/DIGITAL, big data analytics, distribution, channel management,), indirect sales , product planning, contents & services partnerships across Industry verticals & companies and R&D.

  • LG India’s ‘Astronaut video’ garners 104 mn views on social media

    LG India’s ‘Astronaut video’ garners 104 mn views on social media

    MUMBAI: LG India’s 20th anniversary’s unique digital ‘Astronaut video’ showcasing how dreams come true has received 104 million views across its website and other digital platforms including its social media channels.

    This viewership reiterates that LG has yet again struck the right chord with Indian consumers and understands their story like no other brand. LG has not just sold products, but the dream of a better lifestyle.

    LG’s 20-year journey in India has been told through an inspiring story of a single mom and her daughter who goes on to become an astronaut. The little girl dreams to reach for the stars after watching the inspirational journey of the famous Indian astronaut, Kalpana Chawla, on LG Golden Eye TV. 

    https://www.youtube.com/watch?v=60zlBxiUwxQ

    In fact, LG TV is one of the things which her mother sells to make money for her daughter’s dream, though it leaves them both sad. 

    The little girl, with her dedication goes on to become an astronaut at NASA, just like her idol. While she undergoes rigorous training, she finds herself surrounded by LG’s wide range of products for her comfort and care. The video ends with the girl, who is now grown up and an astronaut, gifting a brand-new LG OLED TV to her mother as a gesture for her sacrifices. 

    With this story, LG salutes the loving bond in Indian families.
    LG Electronics India MD Kim Ki Wan said, “The Astronaut video has found immense appreciation of viewers. As a company, we base our initiatives in customers’ insights and this video was dedicated to honour their dreams.”

    LG Electronics India head – corporate marketing Amit Gujral said, “This gesture shows how much the consumers love brand LG. It encourages us to make aspirations a reality and continue to live up to our brand promise – Life’s Good.’’

  • LG to spend Rs 1.5 bn on ads & promotions in festive season

    MUMBAI: Consumer electronics major LG is launching new products will spend close to Rs. 1.5 billion on festival marketing and promotions, of which ad spend will be close to Rs 500 million.

    LG India VP marketing LK Gupta said that one product which will be pushed heavily is the 84 inch Ultra HD 3D TV. This features LG‘s Cinema 3D technology, which provides a comfortable 3D viewing experience similar to what consumers experience in the theatre.

    “LG Smart TV features LG‘s ‘3D World‘, where users can access blockbuster 3D content. Users can easily browse and navigate through the Smart TV ecosystem using LG‘s four-mode Magic Remote, which has Premium Content, Home Dashboard, Smart Share Plus and voice recognition. The 84 inch Ultra HD 3D TV range is available in the price range of Rs 17, 00,000. The new series hits the Indian market from 1 November.”

    In terms of sales growth being targeted, Gupta said that as per last trend in the festive season the company registered good growth in LED, LCD, Refrigerators and Washing Machines. “Last year we registered 25 per cent growth during festival sales. To ensure the numbers, we have an aggressive marketing strategy with a target investment of Rs 1 billion in flagship product communication.”

    The flagship products will be promoted through 360 degree campaigns. “We will be more innovative in designing our marketing campaigns and will increase visibility through campaigns, in store branding and BTL activations. This will be accompanied by experiential marketing campaigns like the smart idea camp and mallika-e-kitchen.”

    Gupta acknowledges that the slowdown poses challenges. “The penetration level of consumer durables is low and there is a huge potential for growth in India, though we have seen that consumers are postponing purchases of discretionary items in the last six months due to uncertain economic conditions.

    “This has led to a slowdown in durables and electronics market. The same thing has happened in the automobiles and two-wheeler markets. The consumer sentiment is a worrying factor but we are expecting the festival season to lift the spirits in the market.”

  • LG to spend Rs 50 mn on marketing activities around T20 World Cup

    MUMBAI: LG India has earmarked a marketing spend of Rs 50 million during the international Cricket Council (ICC) World Twenty20 that kicks off later this month.

    LG, an ICC global partner, is, however, not planning to cut a sponsorship deal with BCCI for the IPL, according to a senior company executive.

    LG India VP marketing L.K. Gupta says, “LG India has started its cricket promotion with the 20-20 Win Win contest. This campaign aims to create a unique and strong proposition for LG Brand shops and gives consumers a unique opportunity to be a part of T20 World Cup. Five lucky winners will win tickets to Colombo to watch the T20 World Cup daily. A total of 225 consumers
    will go to Colombo to watch T2O World Cup. During the promotion on every purchase, the consumer will register themselves by messaging <Invoice no> < Space> <State> to the specified mobile no. In Tamil Nadu, there will be a ‘Slogan‘ contest. This promotion is not applicable in Kerala. “

    Talking about the ICC deal, he said that the company has a long association being the Global Partners promoting cricket among its billions of followers. “We are proud to be associated with this great sport and with ICC this year also, to help grow the popularity of cricket and the pride associated with international cricket at the highest level. Through the 20 20 win win campaign we will once again connect emotionally with our consumers by making them a part of this sport. We are spending close to 50 million on this campaign which is being activated in more than 450 LG showrooms along with radio advertising in more than 50 cities.”

    LG is also active on the digital front. It has launched a property called My Cricket My Voice. “LG Electronics is one of the Global sponsors of ICC events till 2015. Along with several offline initiatives and campaigns that are built around cricket every year, this year LG India has launched an online property called ‘LG My Cricket My Voice’.

    This long term property has been launched with a single minded objective of increasing consumer engagement. LG India’s plan is to make this property robust by launching several cricket related online activities spread over a period of time under ‘My Cricket My Voice’ wherein consumers can participate on contests, interact with select cricket personalities, express their views, passion, opinion etc on cricket, a sport that is almost a religion in India.”

    He explains that the first activity under this umbrella was launched on 30 August that involved an interactive session with Harsha Bhogle on LG Twitter platform. The campaign, he adds, generated 1321 tweets in a few hours.

    LG also has plans to bring on board a couple of other cricket personalities for a similar consumer engagement program just before the ICC World Twenty20 Sri Lanka 2012 under ‘LG my Cricket My Voice’. ‘LG My Cricket My Voice’ will continue to serve the cricket enthusiasts, a platform to express their love for Cricket.

    In terms of the other digital innovations that LG is doing, Gupta notes that the company co-hosted this year’s online voting for LG People’s Choice Award on LG India Facebook page. This worldwide voting that was resting on ICC Facebook page was given an impetus this year by adding LG India Facebook page through an API as another voting platform. Simultaneously a cricket quiz content was hosted on the LG India site which he says received close to 7000 entries.

    “Over and above the individual activities, LG India is constantly seeding posts and tweets on the LG digital assets on a regular basis,” avers Gupta.

  • ‘Our marketing spends will stay flat at Rs 6 bn’ : LG India VP marketing LK Gupta

    ‘Our marketing spends will stay flat at Rs 6 bn’ : LG India VP marketing LK Gupta

     

    A sluggish market and depressed consumer demand is not deterring consumer electronic major LG India to reduce its marketing spend this year. The drive will be to reallocate spends with print seeing a marginal dip. Television will stay flat while digital ad spends will jump 50%.

     

    The South Korean conglomerate will cut back its marketing spend on cricket, from Rs 1 billion in 2011. But it is still bullish on the game and believes addresses a wider consumer base compared to music or Bollywood.

    In an interview with Indiantelevision.com‘s Ashwin Pinto, LG India VP marketing LK Gupta talks about the company‘s thrust in pushing new technology products like 3D and the marketing strategy it is following to drive growth in sales.

     

    Excerpts:

    So far year 2012 has been difficult for LG and the consumer electronics sector. What are the reasons behind this slow growth?
    The market is looking sluggish because consumers are feeling less than confident about the situation – the economy, food and fuel inflation, interest rates and rising prices across categories. So, some consumers are postponing purchases of discretionary high-ticket items. We‘ve still had growth in AC and Appliances this summer while the rest of the industry has struggled.

     

    However, even though it has been a year of challenges so far due to difficult macroeconomic environment like inflation, dollar appreciation and constant hike in input prices, the good news for us is that LG has grown by 15 per cent in its core business of Home Entertainment and Home Appliances. There has been a growth of 30 per cent in Home Appliances business and 25 per cent growth in Flat panel business.

    By when do you see the situation turning around and what corrective measures are being taken by LG?
    This is an industry wide situation and a lot of things at a macro level have to improve. So it’s tough to say by when the situation will turn around. We do expect the festival season in the second half to improve the growth somewhat.

    At this point LG is launching flagship products across categories which will help in strengthening our product leadership via strong marketing campaigns. This includes LED, LCD TV, refrigerators, washing machines, Split ACs and microwave ovens.

     

    We are looking at a 25 per cent growth in sales overall this year.

    Could you talk about the impact of rising input costs due to the declining rupee value and how is it affecting the business?
    Input cost is certainly a concern and rupee depreciation is also alarming due to which prices were hiked across all product categories by 15 per cent in the past year and a half. This was not only in television segment but all categories.

    On a more positive note, there is increasing adoption and acceptance of new technologies like HD and 3D by consumers. How is LG tapping into this with new products?
    LG is expanding the 3D market in a big way with Cinema 3D Smart TV range and is now poised to offer the widest range of 3D entertainment products – 3D LED, 3D Ultra Slim LED, 3D Home theater systems and 3D Blu-ray players.

     

    Technology and design are key factors behind LG Home entertainment products. With our 2012 3D Smart TV line-up, we have been able to take a significant step forward, thanks to a series of new and upgraded 3D features led by the Cinema Screen Design.

     

    With the 2012 Olympic Games to be broadcast in 3D and more than 30 English and Hindi 3D movies to hit the Indian Cinema theatres, 3D entertainment is set to explode in India at a steady growth of 500 per cent. We are targeting business worth Rs 10 billion from 3D TVs and aim to consolidate our position in the Flat Panel TV segment with 30 per cent market share.

     

    To ensure the numbers we have an aggressive marketing strategy with a target investment of Rs 1 billion in Flagship product communication. This will be accompanied by experiential marketing campaigns.
    ‘This year we will spend slightly less on print and focus more on digital. Our spend on television will be similar to last year. We always look at efficiency for our marketing spends and digital platform is one where we can see good response. We have increased our digital spends by 50 per cent‘

    LED TVs are growing fast in sales. Is this technology superior to LCD TVs?
    The LED segment is growing at a faster pace with 500 per cent year on year growth (2011 versus 2010). The consumer preference is shifting to LED’s as CCFL and LED price gap is reducing. LED is perceived to be the latest, modern and eco-friendly technology. The LED segment contribution in sales was 35 per cent (in value) in 2011 and is targeting around 60 per cent in 2012.

    Will the slowdown affect your marketing spends?
    Our marketing spends will be Rs 6 billion, the same as last year. We are not reducing spends. We are only re-allocating spends to an extent.

     

    A slowdown scenario indicates that fewer consumers are willing to buy in the current time and many consumers, due to the prevailing market mood, start postponing their discretionary purchases.

     

    In such a situation marketing has to be focussed on converting the customers who are willing to buy. Accordingly, marketing spending will focus in the short term on in-store excellence.

     

    Investments will be geared to give consumers a better in-store experience via display, demonstration and branding visibility for flagship products. At the same time, advertising will be more streamlined to deliver higher efficiency within the same budget. This will impact the media choices in print and TV media. Digital media, which plays a very important role in the consumer decision journey of searching and evaluating products, will be given a bigger share to have an early influence on potential customers.

    In terms of LG’s marketing spend how does it split between TV, print, and radio? Will the slowdown force a change in the platforms that you use?
    This year we will spend slightly less on print and focus more on digital. Our spend on television will be similar to last year. We always look at efficiency for our marketing spends and digital platform is one where we can see good response. We have increased our digital spends by 50 per cent.

    Which medium is more impactful in terms of reach and brand recall?
    All mediums have their own role to play. Some work better to create awareness, while others are important to drive consideration and even comparison with other brands.

    But isn‘t it true that when consumers are hesitant companies need to be more aggressive in marketing? Does LG agree with this?
    Yes! We have an aggressive marketing strategy in our flagship product communication so that we achieve our goals within the set budget.

    A couple of years ago LG aimed to change its brand perception from a mass to an aspirational brand. Did this work?
    We have managed to grab a bigger share in categories across the product portfolio. We are leading the market in side by side refrigerator, Front load washing machines, convection microwaves. Our image is much better compared to five years back. This effort to change and improve brand perception, though, is an on-going process. Our products are more modern and more high-tech, which has helped improve brand perception. We have single-handedly carved out a premium LED 3D segment where we sell the most TVs.

    Have any new campaigns been lined up and could you talk about the thrust?
    We have rolled out two campaigns. The first one is for our flagship product LG Cinema 3D smart TV and second is Eco health campaign for Home Appliances. We have started out Home Appliances Above The Line campaign Eco friendly which showcases eco friendly technology in LG HA products.

     

    Simultaneously we announced a digital interactive campaign on Facebook called My Eco Home which will allow Facebook fans around the world to create and share their own personalised, virtual dream homes. An industry first, LG’s My Eco Home Facebook app reflects the company’s effort to interact with today’s customers in new, innovative ways. We also rolled our new TVC for the latest range of Cinema 3D Smart TV. LG Electronics India is betting big on Flat panel category and you will see a 360 degree campaign across to strengthen this portfolio.

    When LG partnered the ICC and then renewed the deal what were the objectives? To what extent have these objectives been met?
    We have a long association being the Global Partners of ICC, promoting cricket among its billions of passionate followers. We are proud to be associated with this great sport and with ICC. Through the global platform provided by ICC events, we will enhance the joys of cricket with our own innovative programmes and campaigns. Lead 11 is one such initiative to celebrate the national spirit by giving platform to our young future generation to lead the Cricket Stars in ICC World Cup.

    What role has the ICC relationship played in giving you leg up on competition?
    The association has helped us in establishing a strong relationship with the consumers. With our unique consumer engagement programmes, we have actively established the brand as a young, sporty today‘s brand.

    How much of your marketing spend goes towards cricket and has this been rising year on year?
    Last year almost Rs 1 billion of our marketing budget was spent on cricket. This number is lower this year since there is a smaller ICC tournament and also we didn’t participate in IPL broadcast advertising this year.

    Why did you stay away from the IPL? 
    This was a wise decision, given the decline in viewership. We felt that under the circumstances this year, the IPL would not have been cost effective given that rates have increased every year. So, our decision was the right one.
    As a platform how does cricket compare to other avenues like music and Bollywood?
    Certainly cricket is a far bigger platform and it addresses a far bigger consumer base as compared to music or Bollywood.
    Will the monies that cricket gets this year from advertising be affected as it requires high expenditure by companies who are fighting a slowdown?
    Not really! In India cricket fortunes swing with Indian team’s fortune. If the team does well, advertisers will continue to invest behind cricket.
    Apart from cricket, which other sports is LG involved with?
    At present LG is associated with cricket and at the global level with Formula 1. In cricket, we like to develop innovative consumer engagement programmes.