LG air conditioners has gone in for a brand new repositioning along with its foray into ATL communication with the launch of its first TVC. In-house agency of the brand, LG Ad has created the commercial that promotes the new brand proposition of 'life conditioning'.
The TVC revolves around a healthy and energetic family that breaks into an extempore game of football all because of the energized environment that the family lives in.
On the brief given to the agency, Lakshmikant Gupta, chief marketing officer, LG India said, “The brief was to create a significant emotional differentiator in a category which is centred around cooling and energy saving. The role of communication was to challenge the consumers’ paradigm of how ACs are viewed and bought by taking the proposition to a level beyond functional aspects of the product.”
Talking about the brand’s strategic journey, Nitin Makdani, business head, LG Ad said, “Since effective cooling is now more of category hygiene, the brand has to talk about an evolved benefit to have a wider appeal to people.” Rajib Sinha, general manager, client servicing added, “Hence the shift in strategy: From Air Conditioning to Life Conditioning.”
Elaborating on the development of the TVC, Dipansu Saha, creative head, LG Ad, said, “First and foremost, ‘revitalizing your living environment’ was an exciting platform to operate on. The creative process began with finding novel expressions for the same. The stakes were really high, more so because it was our first TVC. The playground idea found favour internally as well as with the client because it conveyed the desired message in a fresh and exciting way.”
An integrated campaign including print, outdoor and online would support the TVC. .
Credits:
Creative Agency: LG Ad
Client: LG Electronics
Business head: Nitin Makdani
GM – client servicing: Rajib Sinha
Creative head: Dipansu Saha
ACD (copy): Rakesh Kumar
Production house: Electric Dreams Film Company
Director: Oni Sen
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