LG India has rolled out its latest corporate campaign, created by Rediffusion Y&R. The campaign showcases the 'Stars of India' range, which has been created and marketed as products designed specifically to suit the lifestyle needs of Indian consumers.
Anant Pal Singh, national business head, LG, Rediffusion Y&R commented, "LG India asked us to bring alive its unique understanding of India that went into the creation of a special range of products for the Indian consumer."
Watch the TVC here:
Titled 'Jaadu ki Nagri' the TVC portrays a montage of situations, where LG products are an irreplaceable part of people's lives. Hence, an LG microwave is shown to be indispensable for a woman who's expecting her in-laws over for dinner. A girl is befuddled about operating her LG washing machine, but heaves a sigh of relief when the machine gives her vocal instructions. Similarly, an LG phone is portrayed to be the only source of cricket commentary to boys who are stuck in a hostel without a TV set.
"The consumer insight," Singh says, "is that India really is an aggregation without full stops. Life goes on, no matter what the odds. Problems and challenges are merely obstacles to be surmounted in our relentlessly optimistic pursuit of happiness."
According to Singh, the communication objective was to drive consumer empathy and build an emotional connect with Brand LG in a challenging market scenario, by communicating in a positive and optimistic frame of reference with one key message: "LG understands India."
The commercial has been shot by Nikhil Advani of Mad Films. The creative team includes Dilip Marathe, Varun Arora and Mandeep Khurana.