Speaking to Indiantelevision.com, LG India marketing head V Ramachandran says that this is a global concept.

Kids from the participating countries are chosen. They will be flown to South Africa. Before the start of each match, they will lead their respective teams on to the ground.

From India LG will send around 15 kids to South Africa. Over the past few weeks, the company has been doing on-ground activities by having a presence in malls and multiplexes. LG has also created awareness about this initiative through trade exhibitions that it routinely conducts across the country.

Ramachandran adds that for the festive season, which kicked off with Onam, the company is looking at a 35 per cent growth in turnover despite the downturn. New products will be launched in the mobile phone and LCD categories and the aim will be to bring freshness to its portfolio.

LG‘s marketing spend for the festive season will be 10 per cent higher compared with the same period last year. It will spend around Rs 1.2 billion in marketing activities, says Ramachandran.