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LG signs Zayed; plans in-film promos

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Press Trust of India New Delhi
To meet its turnover target of Rs 9,000 crore this year, LG Electronics is incorporating advertising in films, and has signed film star Zayed Khan to promote its high-end mobile phones and DVD players.

Salil Kapoor, head of marketing at LG, said: "We have signed deals with two big Bollywood film banners. LG will make in-film placements in the movies one of which stars Abhishek Bachchan and Rani Mukerjee."

The company also launched t5100, a digital camera phone with 1.3 megapixel resolution costing Rs 25,990.

LG spent close to Rs 135 crore in advertising and promotions last year. The company has been associated with cricket tournaments and cricketers. LG's brand ambassadors include Sourav Ganguly, Yuvraj Singh, Ravi Shastri and K Srikanth.

"We are not moving away from cricket, but we realised that we were ignoring the film industry. Cricket and films sell the most in India," Kapoor said.

LG has allocated Rs 200 crore for advertising and promotions in the current year. "A large part of this budget will go in below-the-line promotions," Kapoor said.

 

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First Published: Feb 11 2005 | 5:00 PM IST

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