Consumer durables LG Electronics India today said it will spend Rs 20 crore on marketing and advertisement of its microwave oven range this year.
The company said the marketing budget of the category has been increased by 25% over that of last year's as it is scaling up its marketing initiatives this year.
"We are investing Rs 20 crore on our microwave oven category. We have increased it by 25% over last year as we ramp up our marketing effort this year," LG Electronics India Business Head (Home Appliances) Rajiv Jain said. The company sells microwaves with price ranging from Rs 4,200 to Rs 27,000.
LG, which recently started its annual 'Mallika-E-Kitchen Cooking Contest', said it is reaching out to more cities and owns through the campaign this year.
"The contest is a nation-wide event to celebrate the spirit of tasty and healthy 'Home-Cooking'," Jain said. He said the company has seen more participation and it has penetrated into tier II and III cities this year.
'LG Mallika-E-Kitchen Cooking Contest' is an annual marketing campaign, which was started in 2009 with aim to educate consumers on the importance of healthy lifestyle and create awareness about LG products.