In order to meet its turnover target of Rs 9,000 crore (Rs 90 billion) this year, LG Electronics India Private Ltd is incorporating advertising in films, besides signing film star Zayed Khan.
"We have signed deals with two big Bollywood film banners. LG will make in-film placements in those movie, one of which stars Abhishek Bachchan and Rani Mukerjee" said Salil Kapoor, Head, Marketing for LG.
Taking its first step in that direction, LG on Friday signed film star Zayed Khan for promoting LG's high end mobile phones and DVD players. The company also launched T5100, a digital camera phone with 1.3 megapixel resolution costing Rs 25,990.
Last year LG had spent close to Rs 135 crore (Rs 1.35 billion) in advertising and promotions. The company has been associated with cricket tournaments and cricketers.
LG's brand ambassadors include Sourav Ganguly, Yuvraj Singh, Ravi Shastri, K Srikanth amongst others.
"We are not moving away from cricket but we realized that we were ignoring the film industry. Cricket and films sell the most in India," added Kapoor.
LG has allocated Rs 200 crore (Rs 2 billion) for advertising and promotions in this year. A large part of this budget will go in below-the-line promotions Kapoor said.
LG's advertising in India is done by three ad agencies - McCann Erickson, Lowe and O&M.