Who is the new face of LG India's Essential Series?

The new face of LG India's Essential Series is K-pop star JOSHUA from the globally popular group SEVENTEEN.

Is this JOSHUA's first Indian brand endorsement?

Yes, this is JOSHUA's first-ever collaboration with an Indian consumer brand.

What is SEVENTEEN known for?

SEVENTEEN is a highly influential global music group, celebrating its 10th anniversary in 2025, with chart-topping albums and successful world tours.

Home / Arts and Entertainment / SEVENTEEN's Joshua Now the Face of LG India

SEVENTEEN's Joshua Now the Face of LG India

23 Dec, 2025

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Summary

K-pop idol Joshua from SEVENTEEN partners with LG India.
This marks Joshua's first endorsement with an Indian consumer brand.
The campaign targets Gen Z and millennials with lifestyle-focused messaging.

SEVENTEEN's Joshua Now the Face of LG India

Global K-pop star JOSHUA, a prominent member of the group SEVENTEEN, has officially entered the Indian advertising arena as the new face for LG Electronics India's Essential Series. This significant collaboration, branded JOSHUA X LG, represents a landmark moment as it is JOSHUA's very first endorsement deal with an Indian consumer goods company. The partnership underscores LG India's commitment to enhancing daily living through innovative and user-friendly home appliances, with the campaign designed to emphasize how thoughtful conveniences can reduce everyday effort.

JOSHUA's involvement brings a distinct lifestyle-oriented approach to LG India's marketing efforts, specifically targeting younger demographics like Gen Z and millennials. His international fame, coupled with a calm and approachable persona, is anticipated to resonate deeply with Indian consumers who appreciate global pop culture trends while valuing simplicity in their routines. The campaign will prominently feature products such as the LG Essential Washing Machine, highlighting ease of use and integration into daily life.