Abans — Dragons of Asia 2026

55M+ views. The most viewed Abans campaign ever.

✦55M+ TVC Views✦Most Watched Abans Video Ever✦90% Average Watch Time✦153% Sales Uplift✦400+ Showroom Activations✦96% TikTok Return Rate✦Organic Cultural Adoption✦55M+ TVC Views✦Most Watched Abans Video Ever✦90% Average Watch Time✦153% Sales Uplift✦400+ Showroom Activations✦96% TikTok Return Rate✦Organic Cultural Adoption

The Challenge

LG's reliability was real. Nobody was talking about it.

40+

Years of LG reliability in Sri Lanka.

Sri Lanka's electronics market ran on promotions. Price cuts, flash deals, discount bundles. LG had genuine, verifiable reliability built into every appliance. But reliability doesn't shout. And without an emotional hook to make that visible, the brand's strongest truth was just invisible at the point of sale.

The Insight

Beforethetournament,wemadeacalculatedbetonPathumNissanka’sconsistency,knowingcricketconversationwouldpeak.WhenhebecameManoftheMatch,LG’sConsistentforLifemessagewasvalidatedinrealtime,turningabrandideaintoalivenationalmoment.

The Idea

Ambassador

Pathum Nissanka

Sri Lanka's Most Consistent Cricket Opener

Consistent for Life

When Pathum

Pathum Nissanka doesn't chase headlines. He just shows up, every single time. His batting average mirrors what LG builds into every appliance: quiet, dependable performance, season after season. No hype. No promises. Just results. And when he started using 'Consistent for Life' on his own socials without being asked, the campaign stopped being advertising. It became cultural truth.

Digital Execution

How we took it
to every screen.

Awareness → Search → Website → Store

TV to TikTok, billboards to browsers — the campaign met Sri Lanka everywhere it looked.

▶

TVC — PEO TV & Dialog TV

Hero TVC

Pathum introduced as the face of LG's consistency. 55M+ views, 90% avg watch time, the most viewed Abans campaign ever.

Cricket Real-time

Pathum's live match moments became instant campaign proof. Congratulations posts tied his on-field consistency back to the LG story in real time.

Product Storytelling

Turning everyday product benefits into simple, relatable ideas. From freshness to reliability, each message was crafted to make the product story easy to understand, memorable, and engaging across different product lines.

Fan Rewards

Comment-to-win format tied cricket engagement directly to LG product memorabilia. Participation, not just reach.

Offline Visibility

The campaign didn't stop at the screen. It walked into every showroom.

100+

OOH & Hoardings

High-traffic hoardings and OOH touchpoints islandwide

400+

Showroom Activations

Showrooms with Pathum POSM, standees & LG focus zones

Live

Truck & Fan Rewards

Branded truck activation + product prize handovers

Offline Visibility

When Sri Lankans weren't scrolling, they could still see us.

From prime-time screens to roadside billboards to neighbourhood showrooms.

All Showrooms

Billboards

Cable

Newspaper

Radio

Roadshows

Fan Rewards

Business Impact

Reliability became a sales driver. Without a SINGLE OFFER OR DISCOUNT.

Key Win

0M+

Digital Performance

The Digital Engine.

Awareness

Website

Store

55M+

TVC views

Most viewed Abans campaign ever. During the campaign period.

52M+

Month 03 views

Peak monthly views. Extraordinary sustained reach.

90%

Avg watch time

27 seconds out of a 30-second TVC. That's exceptional viewer retention.

60M+

Impressions

Seen at scale across the campaign. This reach shows how strongly the content travelled, creating mass visibility and repeated brand exposure.

91K

Watch hours

3700+ days of watch time. The kind of sustained attention branded video rarely gets at this scale.

Organic

Cultural adoption

'Consistent for Life' started showing up on Pathum's personal socials. Unpaid. Unasked. Just because it fit.

Perception Shift

Before

“LG is reliable but every brand claims that and converts through discount heavy pricing”

After

“Reliability and Consistency are easy claims to make, but few have the credentials to prove it and LG does so by having been there throughout a consumer's life.”

Integrated Marketing · Dragons of Asia 2026

By connecting LG's silent reliability to a cultural cricket story, Abans rebuilt trust and converted it into sales — without any price-led promotions. When 55 million views holds 90% watch rate, leading to a 153% sales lift happen without a single discount, you've changed the consumers language. Reliability is no longer background noise — it's the main voice, driving purchase decisions. Pathum Nissanka didn't endorse LG, he became its proof.

The Challenge

LG's reliability was real. Nobody was talking about it.

The Insight

The Idea

Consistent for Life

Digital Execution

How we took itto every screen.

Offline Visibility

The campaign didn't stop at the screen. It walked into every showroom.

When Sri Lankans weren't scrolling, they could still see us.

Business Impact

Reliability became a sales driver. Without a SINGLE OFFER OR DISCOUNT.

Digital Performance

The Digital Engine.

Social Stats

Perception Shift

How we took it
to every screen.