The Rs 10-crore campaign will run for the entire month as a build-up to the ICC Champion’s Trophy, beginning in Sri Lanka from September 12.
LG has roped in Ravi Shastri for the promotion, a multi-media one, which will have Shastri figuring in all the Press ads, TVCs and collateral activity.
The TV commercial will be a humorous take off on the man of the match concept during which Ravi Shastri will be seen giving away ‘Man at the Match’ prizes to the common man. One of the three films also has a take off on the famous ‘shirtless Saurav Ganguly’ incident.
The promotion will cover 500 consumers and 525 dealers. During the promotion, the purchase of every LG product will entitle the customer to a cricket souvenir (a bat & ball autographed by cricket captains or a T-shirt). It would also make them eligible to participate in a draw with LG products as prizes, plus a trip to Colombo for one of the matches for the lucky few.
The company is targeting sales of two lakh units during the promotion.‘‘The idea is also to build up excitement for the Champion’s Trophy and motivate customers and the trade. We will ensure a national representation in the distribution of tickets for the matches from across the top 75 towns,’’ says Mr Mahalingam. The top performing dealers will also be rewarded with trips to Colombo.
LG, which is one of the four global sponsors of the ICC tournaments and the 2003 and 2007 World Cups, is believed to have signed the deal for $ 30 million. In all there are four main sponsors and eight event partners.