It is a fine line between chaos and creation, as per Sir Paul McCartney. And it is a line that LG India’s marketing head, Amit Gujral has dallied around often in previous device launches. So when he came on stage to launch the LG G6 in India, there was a sense of anticipation, though, for what, one could not say. Gujral does evoke extreme reactions from the media because of his rather flamboyant way of presenting devices. Unlike some executives who tend to recede into the background or feel uncomfortable on stage and let the product and its slides hog the limelight, Gujral is right at home in the spotlight. When he is on stage, he pretty well dominates proceedings. His penchant for using slightly over the top adjectives might make some wince, but there is no doubting that the man does get attention. A lot more attention than most tech presenters in India do.
And we must concede that while in the past (most notably in the case of the LG G Flex and the Nexus 5), he has tended to go a bit on the overboard side, this time Gujral produced what was, by his standards, a very controlled performance. Was it because he had a device about which there was a lot that could be said? Was it because he had just got a better idea of the pulse of the audience? We might never know the answer, but the fact is that the LG G6 did get a much better and more striking launch than some of its rivals have. Yes, there were a few sniggers at some grammar gaffes, but by and large, this was a person comfortable in the spotlight talking about a product that deserved to be there.
The presentation itself was well-crafted with the stress very firmly on the product and its different characteristics ranging from design to water resistance to the camera. In fact, a lot of time was spent on the cameras on the device, and without lapsing too much into jargon, which was a welcome change from launches in the past. We liked the attempts to explain some of the features of the camera and even the demonstration of the sound quality of the device. The slides were of a much better design than in the past. The only complaint we had was that perhaps the presentation dragged a little too long and perhaps some of the detail got a little excruciating – we could have skipped some of the camera shooting modes, and the idea of connecting the phone to a large television that was unfortunately placed on one side of the stage was not clever, as some of the audience (on the other side)could not really see the display too clearly.
The attempt to explain Dolby Video also did not exactly tick the boxes in the manner which we suspect it should have – yes, the fact that it was clearer and more colorful than conventional video did get through, but not with the sort of thundering impact that it perhaps should have, given the display strength of the G6. And of course, we really wish someone would sort out scheduling issues (do conferences have to start late? Mind you, the author himself was a latecomer!) and the demo zone, which more often than not tends to get overcrowded (can devices be kept farther apart? Can there be some order of access? We do not know the answer, but we wish someone would do something about it).
But that is us at our nitpicking best. The fact is that this was in many ways a traditional product presentation, but moved at a brisk enough rate to ensure that not too much boredom crept in and was in the hands of a presenter who was comfortable with it and caught the audience’s attention time and again – call Gujral whatever you will, “dull” is certainly not an adjective that comes to mind. We also loved the fact that unlike some of its competitors, LG or its comms agency did not attempt to haul media persons off for live video “reviews”, something some of its rivals are beginning to gain a disturbing expertise in.
All right, we will say it: – this was perhaps the best smartphone launch we have seen from LG for a while. It delivered a lot of information, did only always OD on adjectives, played no tricks on pricing and praise be, steered totally clear of celebs.
Life’s Good for the G6 so far!