LG Electronics India Partners with SEVENTEEN’s JOSHUA for Campaign
Filing Summary
LG Electronics India Limited has announced a collaboration with JOSHUA from the K-pop group SEVENTEEN for its Essential Series campaign. This partnership introduces JOSHUA as the face of LG’s product line in India, aiming to enhance brand visibility among younger demographics. The campaign focuses on the LG Essential Washing Machine, emphasizing ease of use and time-saving features. The collaboration highlights the intersection of K-pop culture and Indian consumer markets. SEVENTEEN is recognized for its global influence, with JOSHUA contributing significantly to the group’s success.
LG Electronics India Limited has entered into a collaboration with JOSHUA, a member of the K-pop group SEVENTEEN, for its Essential Series campaign. This partnership marks JOSHUA’s introduction into the Indian advertising sector as the representative of LG’s product line. The campaign aims to leverage JOSHUA’s international recognition to promote the LG Essential Series, which includes products designed to simplify daily tasks for Indian households.
The financial terms of the collaboration between LG Electronics India and JOSHUA have not been disclosed in the filing. The focus of the campaign is on the LG Essential Washing Machine, which is highlighted for its ability to reduce everyday effort, thereby providing users with more time and energy for other activities. The campaign targets a younger audience, particularly Gen Z and millennials, who are drawn to authenticity and global cultural influences.
The operational scope of the campaign involves JOSHUA embodying the philosophy of the LG Essential Series. This product line emphasizes the importance of small conveniences in achieving a sense of freedom. The campaign showcases how thoughtfully designed appliances can enhance daily life by minimizing routine tasks. JOSHUA’s involvement adds a lifestyle-oriented dimension to the campaign, aligning with the preferences of younger consumers who value simplicity and meaningful experiences.
The market context for this collaboration is the growing intersection of K-pop culture and Indian consumer markets. SEVENTEEN, the group to which JOSHUA belongs, is recognized as one of the most influential acts in global music. They have achieved significant milestones, including a high ranking on the Billboard 200 and being one of the top touring acts globally. JOSHUA’s participation in the campaign reflects the increasing influence of global icons in shaping local brand conversations.
The timeline for the campaign’s implementation and specific milestones have not been detailed in the filing. However, the announcement of the collaboration was made on December 23, 2025. The campaign is expected to run across various media platforms to maximize reach and engagement with the target audience.
About LG Electronics India Ltd: LG Electronics India Limited was established in January 1997 and focuses on consumer electronics and B2B businesses. The company manufactures a range of products, including LED TVs, air conditioners, washing machines, and refrigerators, at its facilities in Greater Noida and Ranjangaon, Pune. LG Electronics India aims to enhance consumer experiences through innovative and efficient products.