Indiantelevision.com Team

(18 January 2008 7:00 pm)

MUMBAI: Rediffusion DYR (RDYR) has won the creative duties of LG Electronics from Lowe India.

An international pitch was conducted at LG's headquarters in Korea and US as the organisation was reviewing its global advertising partners. UK based Bartle Bogle Hegarty (BBH) bagged the global creative account and Young and Rubicam secured the global LG network account in up to 20 markets.

Speaking on the win, RDYR president Mahesh Chauhan said, "At a fundamental level, the brand LG is redefining itself and the scale of operations. The business also gives a huge impetus to our Delhi operations after Airtel."

"We will focus on pushing the brand up the value chain and re-positioning it as a premium product in terms imagery and perception," added Chauhan.

The transition process would take another couple of months. LG Electronics has not just been one of the biggest spenders in communication, but as the leader in the category it is one of the most hugely aggressive players.