A market is never saturated with a good product, but it is very quickly saturated with a bad one. Salil Kapoor, Head Marketing, LG Electronics is one of those professionals who believe that in a cut-throat competitive world of marketing, it's the quality which finally takes the cake. That's precisely is his motto in life - Giving the best product to customer at an affordable price. A firm believer in honesty, transparency and hard work, Kapoor dislikes gimmicks to win over customers. According to him marketing is beyond advertising and is beyond a 30-second Ad.

His convictions have found credence in the fact that, under his stewardship, LG air-conditioners have become an industry leadership, with over 40 per cent market share.  A mechanical engineer by profession, Kapoor joined LG Electronics in 1998. With an additional degree in business administration from FMS, Delhi, Kapoor kick-started his career with Fedders Lloyd as sales manager for air-conditioners. Prior to joining LG, Kapoor worked with Blue Star as sales head for water coolers and freezers and was later transferred to the marketing services division.  At LG, of which Kapoor is heading the marketing division, he has shown his talents in various other capacities like marketing support manager, zonal head, and product group head before becoming head of marketing for the air conditioners.

In fact, Kapoor played a key role in the development and growth of LG's air-conditioning business making it a leader in the industry. And it goes to his credit that he has sustained the leadership position for the last two years. "There are some companies which have a visibility issue, awareness issue, top-of-mind recall issue but when you reach a certain position, then your first priority is not visibility or awareness any more," said Kapoor recently in an interview. Certainly, a brand like LG under Kapoor's dynamic leadership doesn't need an advertising campaign.

For people know LG and they also know the man behind its phenomenal success, Kapoor. Kapoor, instead has chalked out his own novel campaign to give LG a lead. He is now looking at increasing the number of ground events, film placements and more avenues where a consumer can be far more involved with the brand. So, he is consciously shifting the money to such activities rather than just putting them in advertising. Is it any surprise then that with people like Kapoor around, LG is on never-ending path of success?