The creative positions Xs as part and parcel of the target audience's lifestyle, effectively using personal items to help easy identification with the brand. The headline `Get more out of life' positions the product as a value-added drink with more fruit pulp and quantity. The campaign has been created by Madison DMB&B.

LG set to hail the champions
In keeping with their plans for the World Cup, LG Electronics has kicked off its TV commercials to promote its Champions Gallery Contest for customers andnon-customers. Created by Lintas, the commercial, featuring the three LG brand ambassadors - Madan Lal, Roger Binny and Mohinder Amarnath - is being aired on DD1 & 2, Star Sports and ESPN. The contest, open till May 27, involves a simple quiz on the World Cup and a tie-breaker round.

The three cricketers will lead the three winning teams (100 winners in all) to England to witness three separate World Cup matches. The winners and their team leaders will be seated in a special enclosure called the LG Champions Gallery.

Nappy days are here
The introductory campaign for Johnson & Johnson's Nappy Wash concen-trates on commu-nicating its mild and gentle properties. Key findings of a qualitative rese-arch prior to the product develo-pment stage have been used exten-sively to build on the campaign idea. The initial ad burst hinges on a mother's concern about every aspect of baby care, especially clothing hygiene. Created by Trikaya Grey, the campaign comprises of a TV campaign, currently being aired onall major channels.