Dhoni's positive attitude and his "can-do" spirit make him a perfect catch for GE Money, a brand that represents similar values
Mumbai, August 21, 2006 - GE Money India, the consumer finance unit of the General Electric Company (GE), today announced that it has signed up one of India's most dynamic, innovative and 'Can-Do' cricketers, Mahendra Singh Dhoni, as its first-ever brand ambassador for India. This is the first time that GE Money has embarked on a focused and strategic marketing campaign using a Brand Ambassador, to reinforce and reiterate the GE Money brand attributes of delivering a superior and consistent customer experience across all its products and touch points.
"GE Money is proud to have Mahendra Singh Dhoni, one of India's most promising and positive young cricketers, as our brand ambassador," said Vishal Pandit, President and CEO of GE Money India. "This partnership with Dhoni will help GE Money form a connect with its customers, many of whom are as passionate about cricket as they are about getting the best value for their money for their financial needs."
Mahendra Singh Dhoni said, "I am excited to be representing a global brand such as GE Money. From being approachable, flexible, and always thinking innovatively to win, I look forward to working with GE Money to help people's dreams come true by saying YES to POSSIBILITIES!"
Experience coupled with market research has enabled GE Money gain an unrivalled understanding of consumer needs, their aspirations and the roadblocks they face in gaining access to finance. This fund of knowledge has enabled GE Money to position itself as the financial service provider / brand of choice; one that funds dreams and provides security for working families by giving cash when it is needed. In India, GE Money was the first consumer finance company to launch zero percent interest on Sales Finance products, was one of the early entrants to introduce the small ticket size personal loans and launch Payment Protection Insurance products. This is one of the key differentiators of GE Money -- its ability to foster a "Can do" spirit and saying YES to POSSIBILITIES. Its core value is a can-do attitude and an ability to say YES-- even when others are saying 'NO'.
GE Money aims to strengthen its brand reputation as a "Can-Do" company with Dhoni, whose spirit both on and off the field embodies this core GE Money value. GE Money will maximize the impact of Dhoni to amplify what the GE Money brand stands for and to establish an effective consumer-connect.
GE Money India also announced the launch of a promotional campaign titled "Return of the EMI". This campaign is open to all GE Money customers who take loans during the period starting 19 August till 30 October 2006, for an amount ranging from ten thousand to ten lakhs against a Personal Loan / Loan against Property and Home Loan, who will be entitled to get one / two of their EMIs returned based on the total loan value. Customers who have paid all their EMIs on time get to be a beneficiary of the EMI waiver offer from GE Money.
The "Return of the EMI" will be promoted through a mass media advertising campaign featuring Dhoni. The campaign is in perfect synergy and fits in well with Dhoni's "Can Do" attitude and GE Money's customer service oriented outlook to make the impossible ... possible.
To create excitement and involvement amongst its consumers and employees, GE Money will also be embarking on a series of campaigns and search contests throughout the year around the theme of cricket using MS Dhoni.
GE Money, a unit of General Electric Company, with $163 billion in assets, is a leading provider of credit services to consumers, retailers and auto dealers in 51 countries around the world. GE Consumer Finance, based in Stamford, Conn., offers a range of financial products globally, including private label credit cards, personal loans, bank cards, auto loans and leases, mortgages, corporate travel and purchasing cards, debt consolidation and home equity loans and credit insurance. More information can be found online at www.gemoney.com.
Purnima SahniMohanty
GE Corporate Manager - Communications
[email protected]
+91-11-41555303