Ahead of the festive season, LG Electronics has rolled out a brand TVC. The film highlights its 'World First Technologies’ and showcases the product range.
The film went on air on 16 September and showcases the company’s line of microwaves, fridges, curved LED TVs, smart phones and ACs. A voice over says,’Jab mamta ki aanch par, muskane khilti hai’ (When love is never compromised upon) as the microwave is shown on screen. It says, ‘Jab khushiyo ke darwaze be jhijak khulte hai’ (When the doors of happiness open without any hesitation) as the film shows a refrigerator. It adds, ‘Jab tasveero ke rang zinda ho jate hai’ (When pictures come to life) as it shows the company’s curved LED television. It goes on to say, ‘Jab kuch khas lamhe, hamesha saath rehte hai’ (When some special memories stay with you forever) as it shows the viewers its smartphone. As the films shows us the washing machine and air conditioning, the voice over says, ‘Jab komalta par koi aanch nahi aati aur hawa hamesha mehfooz rehti hai’ (When softness is never compromised upon and your air always remains safe). The film ends with the message, ‘Tab India har roz khushiya manata hai. LG ki world’s first technologies ke saath’ (That’s when India celebrates happiness, with LG’s world’s first Technologies).
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 product 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.”
Nitin Makdani, business head, HS Ad India, added, “Though we were excited to market the technology platform, the need of the hour 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, said, “Instead of looking at product-centric story, we turned it around and created a life-centric campaign with a soulful and poetic voice over. A campaign that had everyday moments turned into celebrations 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.”
Client: LG Electronics
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, Mumbai
Director: Pradeep Sarkar