The official sponsor of this month's cricket World Cup in South Africa tapped the captains of the 14 participating nations for its 'Cricket First' campaign. LG India general manager, Ganesh Mahalingam, said the campaign revolved "around the passion, obsession and dedication that cricket generates in India".
In the Lowe-created campaign, LG's brand ambassador cricket commentator Ravi Shastri communicates the features and benefits of various LG products but the captains show that cricket comes first they go back to practice.
Among the captains featured are Sourav Ganguly from India, Australia's Ricky Ponting and Zimbabwe's Heath Streak.
"Putting cricket before everything, even before endorsing LG products, was actually part of the brief," Mahalingam said, adding that with all 14 captains, LG would be the eventual winner.
"LG wanted to own the game of cricket. These advertisements also highlight the coming together of the best - that is the world's top cricketers and the company's leading products. Whoever wins will, in any case, continue to be featured in LG ads."