The Korean brands have many technology options to use as marketing platforms, he adds. However, the consumer electronics industry is not a duopoly like the cola industry, for whom this constant sparring is a survival tactic. As a strategy, building on patriotism could also perhaps help a Korean company get a more Indian image, like Philips or Lever, which are viewed as more Indian than foreign. Cricket and patriotism are both hot propositions. It could build excitement and have a positive rub-off on pre-World Cup sales. So can one expect to see a confrontation on the lines of the Cola wars Says KSA Technopak manager Hemendra Mathur,In the short term, such a strategy could be a win-win situation for both brands. But our idea is big and its all about how people enjoy the game, we do not worry who wins the match. Reacting to the commercial, Lowe director Pranesh Mishra said,This is essentially a reaction to our LG Cricket First ad campaign. LG had earlier this month launched its campaign featuring 14 captains of cricket-playing nations, whose punchline read With LG it is always cricket first.
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The TV commercial also signs off with the lines Team Samsung. It goes on to say,Team Samsung plays for Indias glory. The copy of the print ad reads,With Team Samsung, Its India First. Says Arun Mahajan of Mudra, Samsungs ad agency, The focus since March has been to evolve concepts to do with the players, to promote the cause of cricket and patriotism. The focus of the ads now shifts from Digitall passion to passion for the country and the game as a means of bringing that passion alive.
Though the company denied any conscious retaliation to the LG ads, pointing out that the campaign has been ready since June, industry sources say that while the concept had been finalised earlier, the copy was modified after the LG campaign broke, to incorporate the India First theme. The India First theme will run through the campaign till March. In an obvious counter to LGs Cricket First campaign, rival Samsung is launching the next round of World Cup related advertising with the punchline, With Team Samsung, Its India First. The current trigger: the upcoming Cricket World Cup. After the cola slugfest through the advertising medium, its now the war of the Korean brands in the consumer durables segment that is hotting up.