LG Electronics Strikes Endorsement With Indian Grandmaster Vantika Agarwal

The Indian arm of consumer electronics major LG Electronics has struck an endorsement deal with grandmaster Vantika Agarwal. 

The collaboration with the 22-year-old Indian chess star highlights LG’s commitment to fostering young ambitious talent, aligning with its brand values.    

Hong Ju Jeon, MD of LG Electronics India, enthused, “At LG Electronics, we pride ourselves on deeply understanding our consumers and continuously innovating to improve their lives. Vantika embodies this same spirit through her relentless pursuit of excellence and forward-thinking mindset.  Like LG, Vantika also aligns perfectly with the aspirations of a new, ambitious India, one that is bold and ready to embrace the future. We are excited to partner with her and embark on this exciting and new journey together.”

Vantika Agrawal added, “I am honoured to be associated with LG Electronics, a brand I have always trusted and admired. In particular, LG’s “Life’s Good” brand promise resonates deeply with me, as it emphasises creating a better quality of life for all. My journey as a chess player has been one of continuous learning, evolution and advancement to achieve new targets — values that LG also exemplifies in its mission to elevate consumer experiences. I am thrilled to embark on this journey with LG Electronics and look forward to making a meaningful impact together.”

According to ASN data, LG Electronics (1.9%, ~US$13.3m) is the 10^th largest spender for its category in the Asian sponsorship market since Q322, with an average quarterly investment of almost US$1.2m during this period. After a muted Q125 which saw investment of a mere US$525k, the forecast for Q225 looks rosier with investment poised to hit almost US$1.1m. The bulk of the spends tend to be in South Korea (94.8%) with venue and event sponsorship deals, alongside celebrity endorsements part of the brand’s strategy.