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Friday, Feb 27, 2004

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LG to roll out `Captain of India' campaign

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Indian cricket captain Sourav Ganguly with former captains K. Srikkant, Sunil Gavaskar and Ravi Shastri at a press conference to unveil a new marketing compaign of LG Electronics in the Capital on Thursday. — Ramesh Sharma

New Delhi , Feb. 26

LG Electronics India on Thursday said that it would be spending over Rs 13 crore on sponsorships, advertising and promotion during the forthcoming India-Pakistan cricket series.

The company has already bagged sponsorship rights for the series on Ten Sports for Rs 6.5 crore, and has allocated a sum of Rs 7 crore for marketing activities revolving around the event, Mr Anil Arora, Head - Marketing, LG Electronics India, said.

LG also announced today that it would be rolling out a new campaign during the series called "LG Captain of India", which would be featuring Sourav Ganguly, Sunil Gavaskar, Ravi Shastri and K. Srikkanth. The campaign has been conceptualised by Percept D'Mark.

Sporting events, particularly high-profile cricket tournaments, are among the key drivers of colour television sales in the country.

The company, which has earmarked Rs 40 crore in advertising and marketing for cricket-related activities over the next few months, is also planning to launch a consumer promotion around this theme in March.

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