LG partners with ICC for the third season of Lead XI
By Audience Matters News Desk
Monday, February 08, 2010
 LG Electronics, the official sponsor for ICC World Twenty20 announced the third edition of their association with ICC. In keeping with the spirit of the game, LG would help selected children realise their dream of walking with their cricket heroes to the ground through their unique campaign ‘Lead XI’. The electronics major has launched a national TVC to kick start the Lead XI Contest 2010 in the country.
The TVC features four winners from the Lead XI team 2009 showcasing their talent which made them win the opportunity to reach the level of enormous pride and instant fame.
“LG India conducts a national level talent contest to select the children who would lead the Indian cricket team to the ground. The singing of National anthem by these young ambassadors along with the cricket team creates an aura of national pride and unity. We have put aside a total budget of Rs 10 crore for the Lead XI marketing initiatives (both ATL & BTL)”, LK Gupta, CMO, LG India said.
The Advertisement will be aired on leading National channels. The creative duties for the Lead XI campaign are with leading Advertising Agency Rediffusion Y&R and production for the TVC has been undertaken by ‘Lemon Yellow Films’.
“It was a memorable experience shooting with these kids. Their enthusiasm and poise reflects in the TVC as well, which communicates a very encouraging message to aspiring participants,” said Vivek, Film Director, Lemon Tree Productions.
The “Lead XI” contest ends on February 28 in which 15 talented kids will be selected through a national level competition. A 30-second audio-visual film of the child displaying his or her extraordinary skills will help them lead India XI to the field during the next ICC T20 world cup. A panel of independent judges selected by LG will judge the entries and select the winners. As a reward of the success of their kid LG will also send one of the parents/guardians along with each winning child to West Indies.
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