NEW DELHI, INDIA, May 2nd, 2012 : GE has launched its new advertising campaign in India with an overarching theme of 'GE Works'. With the tagline, "We believe our technology works if it works for you", the campaign brings to life GE's commitment and belief that its innovative technologies have and will continue to positively impact lives of people of India. GE has a solid focus on developing localized products and solutions for Indian customers across transportation, healthcare, energy and financial services.
GE believes one of the most potent ways to depict change within the ecosystem is when the 'change' is reflected through the culture of the country. With this objective, GE approached traditional artists across India to help craft in print the different ways in which GE has impacted the lives of people in India. The campaign depicts some of the most local creative art forms such as Patchwork Art, Soura Art, Madhubani Art & Kalamkari Art. Each of these art forms is aligned to the four pillars of GE Works - Curing, Moving, Powering and Building -- by which GE contributes to improving the quality of life in the country. The artists were given the choice and freedom to use their own art form to present their creative renditions.
Depiction of artworks for each pillar:
* Curing: Madhubani Art represents how GE Healthcare is working towards saving the lives of millions of new borns through technologies like Lullaby Warmer. The Lullaby Warmer is an infant care product designed and developed in India to help keep premature babies warm during those first few critical moments of life. GE Healthcare is working towards a healthier India through a wide range of healthcare imaging, monitoring and life sciences solutions.
* Moving: This pillar is depicted through the Soura Art showcasing GE90-115B engine fitted to an aircraft. The benefit provided by an aircraft fitted with these engines is experienced through a safe and smooth travel experience by the passenger / customer along with efficiency for the airlines. GE Aviation is a world-leading provider of jet and turboprop engines, components and integrated systems for commercial, military, business and general aviation and has a global service network to support these offerings.
* Powering: For this pillar, Patchwork Art has been used to showcase GE's expertise in designing and building Wind Turbines. The energy generated through the wind turbine lights up a bulb in a remote village that helps a little girl study in her home, thereby highlighting the impact on the individual. GE's Energy business includes a portfolio of products and solutions across Energy Management, Power Generation, Oil & Gas, Water & Process Technologies and Measurement & Control solutions.
* Building: The way GE helps build India is depicted through Kalamkari Art that showcases GE's financial services business, GE Capital. GE Capital is committed to help the local economy by providing flexible financing and credit solutions for corporates and individuals.
Vishal Wanchoo, Growth Initiatives Leader, GE India said, "GE's mantra has been to partner in India's growth and progress. The people of GE work on developing solutions that positively impact the life of local citizens. The 'GE Works' ad campaign is a representation of the work we do and the core belief that GE and our solutions are relevant only if they benefit our customers and Indian citizens alike. We felt that art, which is integral to the culture of the country, is a great medium to tell our story."
This is the first phase of the campaign focusing on print and digital medium followed by a healthcare documentary TV commercial (TVC ) featuring our employees and customers in the first week of May. The TVC will play across select TV channels, captive live-media junctions across hospitals and premium cinema halls in India. We also plan to extend the campaign to out-of-home and airport media in the coming months. The second phase of this campaign will be launched by end of the current quarter through a television commercial (TVC).
GE Works is the company's latest global advertising showcasing how GE technology and employees work in tandem to positively impact lives of people, customers, communities and the world - anticipating what the world needs; inventing and building products of consequence that meet those needs; finding solutions in energy, health and home, transportation and finance. Building, Powering, Moving and Curing the world, every day.
Purnima SahniMohanty
GE Corporate Manager - Communications
[email protected]
+91-11-41555303