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LG kicks off festival campaign

Conceptualised HS Ad India, LG’s latest brand campaign focuses on the theme of ‘Celebrating World’s 1st Technologies by LG’

LG kicks off festival campaign

Conceptualised HS Ad India, LG’s latest brand campaign focuses on the theme of ‘Celebrating World’s 1st Technologies by LG’

BestMediaInfo Bureau | Delhi | September 19, 2014

LG-TVC Click on the image to watch the TVC.

LG Electronics has kicked off the festival marketing with a 360-degree brand campaign around the theme of ‘Celebrating World 1st Technologies by LG’, highlighting its vast product portfolio with pioneering technologies that help make life good for its consumers.

The campaign has been conceptualised and developed by HS Ad India (earlier known as LG Ad). The brand campaign is led by a TVC directed by ace ad filmmaker and popular Bollywood director, Pradeep Sarkar, of Apocalypso Filmworks, Mumbai. Sarkar has weaved his usual magic in the commercial through an interplay of emotions. The narration is the soul of the film and Harsh Chhaya’s different voice strikes the right chord. The film will be supported by an impactful print, outdoor and digital campaign, beginning third week of September.

In the TVC different moods are described by a voiceover. It says ‘Jab mamta ki aanch par muskane khilti hai’ when the microwave is opened by a girl. Then a fridge is shown on screen with the voiceover saying ‘Jab khushiyon ke darwaze be jhijhak khulte hai’. Next it shows a guy watching LED TV and it says ‘Jab tasveero ke rang zinda ho jate hai’. When the smartphones are shown, it says ‘Jab kuch khas lamhe hamesha saath rehte hai’, and while showing LG’s washing machine and air-conditioner, it says ‘Jab komalta ke par koi aanch nahi ati aur hawa hamesha mehfuz rehti hai.’ Finally, the TVC ends with the family celebrating their happiness with LG technologies and at last the voiceover says: ‘Tab India har roz khushiya manata hai. LG ki world’s first technologies ke saath.’

Sanjay Chitkara, Head - Corporate Marketing, LG Electronics India, said, “LG has pioneered some of the world’s first technologies in its electronics products touching across a consumer’s life. Our products are developed and designed by world’s finest R&D and design experts keeping in mind the requirements of Indian consumers and we take pride in being a part of every Indian household. This TVC is a celebration of our tech leadership that sets LG apart in every products ranging from a Curved OLED TV to the G3 to a Powercut Evercool refrigerator.”

Nitin Makdani, Business Head, HS Ad India, commented, “Though we were excited to market the technology platform, the need was to connect with the consumer emotionally, this being the festive season. We wanted to showcase how LG products are integral to our everyday life and making life good.”

Rakesh Kumar, Creative Director, HS Ad India, explained, “Instead of looking at a product-centric storyline, we turned it around and created a life-centric campaign with a soulful and poetic voiceover. The campaign has everyday moments turned into celebration thanks to technologically advanced LG products. The campaign line – India celebrates every day with LG’s World First Technologies – aptly sums up the thought process.”

The TVC:



Client: LG Electronics India

Client team: Sanjay Chitkara, Vijay Shah, Nalini Dutta

Agency: HS Ad India

Business Head: Nitin Makdani

General Manager; Gaurav Singh

Group Account Manager Vishal Kumar

Group Creative Director: Rajat Mukherjee

Creative Director: Rakesh Kumar

Associate Creative Director: Suresh Joshi

Production House: Apocalypso Filmworks

Director: Pradeep Sarkar

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