LG is betting big on experiential marketing campaigns in India: Amit Gujral

LG Electronics India, which recently celebrated 21 years in the country, is further stepping up efforts to design and manufacture innovative products and solutions that satisfy the specific requirements of Indian customers. 

To mark the occasion, LG rolled out an emotional yet inspirational campaign, themed #CelebratingTheNew, which revolves around how new innovations and new lifestyle aspirations make dreams come true, and more importantly how dreaming up is shaping a new India in 2018. 

‘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. 

Amit Gujral, Head - Corporate Marketing, LG Electronics India, commented, “Our 21 years long journey in India is a remarkable milestone, and we are determined more than ever before to develop innovative products and solutions that act as catalyst in offering better lifestyle to all its consumers.” 

Speaking on the campaign, Gujral remarked that the emotionally charged campaign is a true reflection of LG’s brand philosophy of making its 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,” he added. 

2018 started on a high note for LG Electronics as it fortified its offerings for India with its Signature Series of household electronic goods. Gujral told Adgully, “The LG Signature product line-up brings together the company’s most advanced technology and best designs ever on appliances like Air Purifier, Refrigerator, Washing Machine and TV. The vision of LG Signature is to stay pure and sophisticated, true to each product’s essence.” 

In order to create differentiation in its marketing programme for the latest series, special experiential zones at select malls and other high footfall areas have been created for the consumers. 

2017 had been an exciting year for LG Electronics, as shared by Gujral, where the company’s futuristic and technologically advanced product launches like OLED TV, Insta View Refrigerator, G6 & V30+ Smartphones, XBOOM, Air Purifiers, Linear Inverter Washing Machine and Dual Inverter ACs created a spurt in its overall business growth, resulting in double digit growth in business performance over FY2016. The company also sharpened its focus on experiential marketing campaigns to improve consumer connect, which also contributed to business growth. 

In conversation with Adgully, Amit Gujral speaks more on LG’s marketing and advertising strategy for India this year. Excerpts: 

How are you fortifying your marketing and advertising plans this year?
We are betting big on experiential marketing campaigns, as we would want consumers to experience LG’s technologies and the advancements that we have made in our products in terms of features, benefits and convenience. We are also creating differentiated content for digital platforms and holistically strengthening our digital/ social consumer connect programmes. 

As a responsible brand, we have taken Corporate Social Responsibility to a new level and we shall continue the same and more in the times ahead. We announced #KarSalaam initiative on Republic Day this year, dedicated to the Indian soldiers. The campaign invited the whole nation to come forward and send their wishes to the Indian Armed Forces. Last year, too, we had launched this campaign and contributed Rs 1 crore to the CRPF Welfare Fund. A Guinness record was also made for ‘the longest line of sticky notes’. These sticky notes were collected from across India, where people wrote messages for the armed forces. 

This was a small step on behalf of LG for all those brave souls who are working extremely hard to keep our country and its citizens safe and secure. Kar Salaam is a platform to bring together the citizens of India to express their gratitude to our soldiers. The selfless devotion our armed forces calls for salutation and what could be a better occasion than the Republic Day? We invited everyone to pour their hearts out and leave no barriers crossed to reach out to them. #KarSalaam celebrates heroism, patriotism and a good life. 

Such initiatives help in bringing brand LG closer to consumers. 

How are you leveraging digital?
Digital is fast emerging as a preferred medium of consumer connect, and we set new benchmarks in this space in 2017. On the special occasion of LG India’s 20^th anniversary last year, we had rolled out a unique ‘Astronaut video’ brilliantly showcasing how dreams come true with LG. The digital video, which featured across LG’s website and other digital platforms including its social media channels, received an overwhelming response from viewers and hit more than 100 million views and also appeared on the Google Leader Board for the year 2017 as one of the most watched videos in its category. This record viewership reiterated that LG yet again struck the right chords with the Indian consumers and understood their story like no other brand. Not only the ‘Astronaut Video’, our social media followership grew by more than 200 per cent over 2016, yet again proving the love our customers bestow on brand LG. 

Meanwhile, print remains an important medium in our country and has been growing along with the digital mediums of advertising. We shall continue to invest on this platform. 

Going forward, what will be LG’s strategy to further fortify the brand in India?
LG has been present in India for 21 years now and we are part of almost every household. The key reason for this is that our products are introduced based on consumer insights; besides, we offer the strongest and best-in-class after sales service and differentiated marketing campaigns. We will continue with this strategy. 

How is your partnership with Bajaj Finserv panning out?
As a brand, we constantly provide solutions addressing consumer challenges and certainly this partnership is helping consumers to upgrade their durable purchases. Moreover, we were the nation’s first appliance manufacturing company who launched the first ever co-branded finance card with Bajaj Finserv for our customers in 2017.  

This partnership reiterates our belief in continuously enhancing our customers’ experiences and continue to live up to our brand promise – Life’s Good. 

What are your focus areas and vision for LG Electronics in 2018?
As has been the case in the last 21 years, where we have been launching products based on consumer insights, the product line-up for 2018 across categories would be built under our biggest consumer needs of ‘Health conscious’ and ‘Energy efficient’. 

We will introduce products across categories which are energy efficient (consuming lesser electricity) and health focused (environment friendly and hygienic). To deliver the benefits of such health and energy conserving products, we shall be conducting pan-India experiential marketing campaigns. 

What is your revenue target for this year?
With the new product line-up, strategic experiential and digital marketing activities, we are looking at double digit growth over the previous year. 

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