The shift follows its appointment of Lintas' media agency Initiative
Media for its consolidated media assignment, worth more than US$20 million this year. LG Electronics India general manager for
marketing, Ganesh Mahalingam, said: "We have aggressive plans (for
2002). We hope to capture a 35 per cent share in the refrigerator
market. As a first step in that direction we asked both the roster
agencies to make presentations. Our decision has gone in favour of
Capital."
LG Electronics plans to consolidate its presence in the refrigerator
market as it is launching a new DIOS range (embossed door model) in the
premium segment.
According to Sunil Sachdeva, director of Capital Advertising, the strategy would include the use of print and television, with a campaign expected to break in March.