New Delhi, Jan 23 (PTI) Korean handset maker LG Mobile today said it will invest Rs 40 crore in marketing and promotional activities during the ICC Cricket World Cup 2011.
The company will unveil its campaign ''LG Mobile Army'', which will include both marketing and on-ground activities.
"LG has always shared the passion and joy of cricket fans and the campaign intends to build on the cricketing action. We will invest Rs 40 crore for marketing and promotional activities as part of the campaign," LG India Electronics Chief Marketing Officer Lakshmikant Gupta told PTI.
LG Mobile will conduct roadshows across 38 cities and select 2,500 people as the ''LG Mobile Army'', who will then get to see the matches, he added.
ICC Cricket World Cup 2011 is scheduled to be held from February 19-April 2, 2011 and will be hosted by India, Sri Lanka and Bangladesh.
"This ''Mobile Army'' will be selected through auditions in which the cricket fan has to showcase his/her love for the game through dance, slogans/chants. There is a special wild card entry for LG smartphone buyers," Gupta said.
LG Electronics has an eight-year agreement (upto 2015) with International Cricket Council (ICC) as the technology partner.
Asked if the company planned to launch new handsets during the tournament, Gupta said, "In the next two months, we will launch seven new handsets. These will be across various price points and will include 3G-enabled phones as well as smartphones." PTI SR DEB
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