K-pop star Joshua of globally popular group Seventeen has entered India’s advertising space as the face of LG Electronics India’s Essential series. Titled Joshua x LG, the collaboration marks their first association with an Indian consumer brand.
LG India signs Seventeen member Joshua as the face for the brand’s Essential Series
LG India said the partnership reflects its focus on simplifying everyday life through practical home appliances. In the new campaign, Joshua represents the idea that small, thoughtful features can help reduce daily effort and allow people to focus on what matters most. The campaign features products like the LG Essential Washing Machine, highlighting ease of use and routine-based living.
Joshua’s collaboration brings a lifestyle-based approach to the campaign, specifically for Gen Z and Millennial consumers. His global presence and calm, relatable personality is expected to connect with the Indian audience who follows international pop culture while valuing simplicity in daily life. The collaboration also points to the growing influence of K-pop artists in the Indian market.
Seventeen, which debuted in 2015, is currently one of the most influential music groups worldwide. The group is celebrating its 10th anniversary in 2025, with its latest album Happy Birthday debuting at No. 2 on the Billboard 200. Seventeen also ranked among the top three touring acts globally on Billboard’s 2025 Midyear Boxscore Top Tours chart.
As a key member of the group’s vocal unit, Joshua has been a part of several chart-topping releases and international tours. Known for his composed stage presence and restrained style, he has also explored solo work and global collaborations with international artists. His role in the LG campaign reflects the growing trend of global music icons shaping brand communications in India.
LG India has not shared further details about the duration of the association, but the campaign is expected to launch across digital and other platforms in the coming weeks.
