The Hindu Business Line : Family matters

SHOTS of a beautiful beach, a picturesque park, an upmarket store, and a happy home (to the accompaniment of a background score). Theme: Life's Good. That, in brief, is the storyline of LG Care's first television commercial in India.

The 60-second ad, which seems a typical FMCG campaign, however, claims to be unique: this is the first umbrella branding initiative in the industry, says Vijay R. Singh, Managing Director of India Household & Healthcare, which distributes and markets LG Care's products in the country.

The commercial, which has been made in seven regional languages, showcases the company's toothpaste, soap, detergent and shampoo products under the LG Care brand. But that doesn't mean sub-brands like Cliden, Super Enz, Cucumber and Double Rich don't get a mention. According to Colvyn J. Harris, President, Contract Advertising, which created the campaign: "It is but natural that the umbrella brand scores over individual sub-brands. While sub-brands need to be communicated, they will often act like pillars that support the umbrella branding philosophy."

He believes that the ad reflects the company's aspirations. "Life's Good is the LG Care philosophy worldwide. This is best communicated by showcasing family endorsement. The objective of the communication was to establish LG Care's entry into the Indian market and establish product categories."

The ad was made by production house Tellywise. Sabu Cyril was the art director.

Harris says the "jingle and showcasing of products using the magic of water in a unique way" have made the communication a clutter-breaker. Water is an intrinsic part of the film, and has given the "film a very fresh look." LG Care roped in Joel, a water effects specialist, to make the products look refreshing on film.

The ad is expected to be on air for eight weeks. The next campaign, slated for November, will feature celebrities. For this, the company is likely to sign up 21 celebrities shortly.

There will, however, be no TVCs for categories such as hair styling, diapers and cleaners. Singh says LG Care will employ more of print (magazines, mainly), below-the-line activities, events, promotions and innovative PR initiatives.

The company, which has earmarked Rs 30 crore for its marketing initiatives this year, is also interested in exploring other modes such as the Internet, direct marketing and sponsorships. "Even sports events (cricket) will be looked at keenly as per the need and objectives," he says.

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