MUMBAI: LG Mobile will spend Rs 400 million for the LG Mobile Army marketing campaign aimed at the cricket World Cup. 
 
LG Mobile will conduct roadshows across 38 cities and select 2,500 people as the LG Mobile Army, who will then get to see the matches. 15 lakh units of cricket merchandise worth $14 million will be distributed. The company expects to reach 500,000 people.
 
LG India business head, mobile communications Vishal Chopra said, “The LG Mobile Army is an unprecedented initiative undertaken by the ICC and LG Electronics. The LG Mobile Army campaign intends to build on all the cricketing action and excitement during the World Cup. We are positive that this initiative will become an effective way to enter the spirit of local communities and bring alive the soul of sports”.
 
At each match 50 fans will cheer for cricket live at the stadiums. Led by the cricketer Dinesh Karthik, and LG brand ambassadors Genelia D’Souza, John Abraham and Abhay Deol, this ‘mobile army’ will be selected through auditions in which the cricket fan has to showcase his/her love for the game through a ‘cricket celebration dance’, slogans/chants and for the LG Smartphone buyers who have a special wild card entry.

TVCs have been done featuring D‘Souza and Abraham to spread awareness.