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LG celebrates 21 years in India, launches #CelebratingTheNew campaign

The campaign conceptualised by HS Ad is a reflection of LG’s brand philosophy of making customers’ dreams come true. It showcases the brand’s efforts to design and manufacture innovative products that satisfy specific requirements of customers

Click on the Image to watch the TVC.

LG Electronics India has launched a campaign themed #CelebratingTheNew, revolving around how new innovations and new lifestyle aspirations make dreams come true.

The launch of the video coincides with LG’s 21st anniversary celebrations in India, where it is further stepping up efforts to design and manufacture innovative products and solutions that satisfy the specific requirements of Indian customers.


‘Celebrating the new’ is a fresh take on every lifestyle dynamics of parent-kid relationships in India. And how one common thing in our lives passes from generation to generation. LG has captured this philosophy as journey of “Innovation” from one generation to another in the video.

The Video:

The video begins with a teenage girl searching for something in the old boxes where she accidentally discovers a mathematics answer sheet with a score that reads 3 out of 100 marks. The answer sheet, as it turns out, belonged to her father. “Was your math so bad?” the daughter asks her father.

The video takes you into a flashback where we see a boy was being scolded by his father, who also happens to be a mathematics school teacher, for scoring poorly in his math exam. The 14-year boy, who is now a father, is embarrassed and is seen roaming around the streets. The scene cuts back to the present day where he regrets running away from school after flunking the test, and how that incident has changed his life forever.

As the story moves on, we see the daughter putting her best efforts in teaching math to his father to an extent that she convinces him to appear for an exam. The girl then sends the answer sheet to her grandfather to check. In the end, we see a surprise planned for the father where the grandfather is holding his answer sheet wherein a score of 93/100 is seen.

Speaking of the campaign, Amit Gujral, Head Corporate Marketing, LG Electronics India, said, “The emotionally charged campaign is a true reflection of LG’s brand philosophy of making our customers’ dreams come true. The video effectively depicts the emotions and aspirations of a common man, and how following one’s dreams can have a long-lasting impact on their own lives and of their loved ones.”

“It reminds us in a unique way how dreams have and continue to come alive with LG. We have always been a companion along the journey of our consumers and this campaign dedicates a strong message – LG has been an integral part of every Indian’s dream,” added Gujral.

The video recalls LG’s astronaut brand that was launched coinciding with its 20th anniversary celebrations last year. The video, which went viral with 104 million views, had a delightful message that touched the hearts of millions of customers.

HS Ad spokesperson said, “Innovation is in the DNA of LG and the brand always believes in creating futuristic technologies that change lives. However, technology sounds cold and the challenge for the creative team was to create a warm relationship story that helps viewers connect to the brand emotionally. The father-daughter story is a fresh take on celebrating changing relationships and roles in the Indian society with the new generation leading from the front.”


Company: LG Electronics, India

Chief Marketing Officer: Amit Gujral

Production House: Listening Post

Creative Agency: HS Ad

Team HS Ad

GM Servicing: Ambar Sharan Lal

Sr. Creative Director: Rakesh Kumar

National Creative Director: Rajat Mukherjee

Creative Supervisor: Arabinda Khearu

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