Consumer electronics brand LG, the global technology partner to ICC World Cup 2011, has unveiled its new campaign. The company has launched an activation programme called ‘LG mobile army’, under which it will recruit 2,500 cadets from 38 cities to cheer inside stadiums.
The new marketing campaign for the World Cup will also feature cricketer Dinesh Karthik, along with existing brand ambassadors John Abraham and Genelia D'souza. Two commercials that have been released feature each of the brand ambassadors showing their unique dance move for cheering the Indian team during the World Cup and urging viewers to send in their entries.
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