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LG India spent Rs 10 lakh on its ‘Light a Diya’ digital campaign during Diwali festival

by Kriti Malhotra

LG Electronics India recently ran a digital campaign to promote its ‘Light a Diya‘ initiative during the Diwali festival. The campaign aimed to encourage users to visit the ‘Light a Diya’ microsite and help the company support CRY (Child Rights and You), a non profit organisation, through simple clicks. According to the company, its budget for the digital campaign was Rs 10 lakh.

by Kriti Malhotra

LG Electronics India recently ran a digital campaign to promote its ‘Light a Diya‘ initiative during the Diwali festival. The campaign aimed to encourage users to visit the ‘Light a Diya’ microsite and help the company support CRY (Child Rights and You), a non profit organisation, through simple clicks. According to the company, its budget for the digital campaign was Rs 10 lakh.

The campaign ran on major horizontal portals like Yahoo, MSN, Rediff, In.com and Sify, as well as on some vertical sites in news, finance and technology domain. Search marketing (Google), ad networks and social networks (Facebook) were also used in order to build extended reach. The target audience for the campaign was the internet generation of SEC A&B in the 18-45 year age group.

“The idea of such an initiative has been to acknowledge the underprivileged children and contribute to their lives to some extent. People can light (click) a Diya at any of the state or union territory of India. On each such click, LG would contribute Re 1 to CRY, towards ensuring basic rights of Indian children. One is also persuaded to invite friends to join this campaign and make Diwali special for the children of India,” L K Gupta, chief marketing officer, LG India, said.

L K Gupta further said, “With the core proposition to let our target audience celebrate this Diwali with LG on digital space we decided to continue with ‘Light a Diya’, which is in its third year of celebration. Since the idea of such an initiative has been to acknowledge the underprivileged children and contribute to their lives to some extent, our budget for the digital space was Rs 10 lakh.”

“The campaign was benevolent in nature reflecting LG’s commitment towards a social cause during the festive seasons, and revolved around the core essence of Diwali which is lighting a Diya. To break the clutter of advertisers during the festive season, innovations like Diya widgets, site captures and Bottom floaters were successfully implemented,” L K Gupta added.

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