LG campaign to focus on youth

LG Electronics has decided to shift its advertisement focus from the family and health platform to a more fresh and young appeal.

The change in brand positioning comes on the back of a number of other brands adopting the health platform.

"The need of the hour is to graduate to a 'Health Plus' objective for our campaign. Thus came the idea of 'Intello,' signifying an intelligent and futuristic technology that the brand offers," stated Sandeep Tiwari, head - marketing, LG Electronics.

LG has signed on Abhishek Bachchan as its brand ambassador for its 'Intello' range of home appliances for a two-year period. LG has also upped its advertising spend this year for its home appliances from Rs 20 crore in 2005 to Rs 35 crore in 2006.

Tiwari said, "Historically, consumer durable brands have portrayed women as the perfect wife, homemaker or a mother. Through this new communication campaign, we would like to break through the regular mindset and move up one level by thanking her for what she is. Abhishek Bachchan, with his charismatic appeal will transcend across all sections of society, which is vital for LG Electronics as a consumer durables company."

Tiwari also added that Abhishek's personality exudes an aura of aristocracy, an aspirational quality.

With this association, such quality will be conferred upon the Intello products too.

The new advertising campaign is aimed at reflecting the evolution in the communication approach of LG's home appliances, giving it a new identity, youthful image and customer connect.

With the new positioning, LG refrigerators will be called Intellocool refrigerators, airconditioners as Intellocool airconditioners, washing machines as Intellowash washing machines, microwave ovens as Intellocook microwave ovens and vacuum cleaners as Intelloclean vacuum cleaners.

LG has used non-celebrity faces posing as Abhishek's wife, in an attempt to relate the script to every female viewer. The company is optimistic that the campaign will take LG products from the market cannibalisation to a market expansion phase.