LG Electronics India Pvt Ltd has signed Abhishek Bachchan as brand ambassador for its home appliances.The alliance is part of LG's strategy for 2006, wherein the company will be giving its home appliances division a brand new identity, youthful image and customer connect.

Girish Bapat, VP-Marketing, LGEIL, said in a statement issued, "Abhishek Bachchan is more than just an icon, while his image is sophisticated and upscale, he also projects the aura of an out of box thinker and a caring human being.

"All these images are perfectly matched with LG in the sense that LG has always been and would continue to be an innovative consumer durable brand that cares about customers and continues to develop new generation technology."

LG has signed the contract with Bachchan for a period of two years, during which the actor will endorse the entire range of home appliances of the company. LG plans to utilise this association for various communication channels such as print and television ads, outdoor, road shows and strategic events, among others."

Commenting on his association with LG Electronics as their new brand ambassador, Abhishek Bachchan said, "LG Electronics as a brand is synonymous with quality and commitment to consumers the world over. It is my pleasure and privilege to be associated with the leaders in the consumer durable industry in India, who understand the Indian consumers' need for product excellence in terms of usage, technology and innovation."

Last year Zayed Khan was signed for LG Electronics like mobile phones and DVD players.