Post the release of print advertisements in May this year, in which traditional artists depicted how GE has impacted the lives of people in India, the 'GE Works' campaign will now go on television.
Josy Paul, chairman and chief creative officer, BBDO India, the agency that has created the campaign, said, "The GE brand has been present in India for over 20 years. But a large section of customers is still ignorant of the breadth of GE's presence in the country. The presence - which ranges from aviation, transportation and energy to financial services and healthcare - had to be communicated effectively. The advertising campaign aimed at fulfilling an important objective: GE is a local company developing products and technologies that are relevant to local customers. GE impacts the lives of millions of Indian citizens."
The voice over in the ad (titled 'The Other End') talks about the two ends of technology - one where it is created, and the other where it is used. For instance, advanced wind turbines that generate electricity, and at the other end, the homes they bring light to. The ad concludes, "We at GE know that our techonology to power, cure, move and build truly works, when it works for India."
Paul explained further, "Work on the film began early this year. GE's global leadership team were fully involved in this campaign along with the India team led by Vishal Wanchoo, growth initiatives leader, GE India. The work was conceived and created by BBDO India in collaboration with the team at BBDO New York. The film took over four months to make."
On what more we can expect from GE's communication in India, Paul said, "We're taking it one step at a time. We started with the print campaign that related to saving indigenous art. The TVC is more of a corporate film that talks about all that GE is doing and how it makes a difference to India. Going forward, there's a digital plan that's being worked out. There are also ideas in the areas of movements and activations - large action plans, which may happen at the end of this year or next year, depending on how things go."
'GE Works' is a global positioning for the brand that was first conceived and launched in the US in December 2011 to showcase how GE technology and employees work in tandem to positively impact lives of people, customers, communities and the world. Paul added that India is the first country after the US where GE Works has been launched, which in a way underlines the importance of the market.
Creative agency: BBDO India
Executive creative director: Sandipan Bhattacharyya
Chief creative officer: Josy Paul
Copywriter: Sandipan Bhattacharyya, Arjuna Gaur
Art: Bharat Khare
Vice-president: Rajesh Sikroria
Account management: Aditya Gupta, Sara Criss, Katie Hankinson, Matt Diiorio
Planning director: Sangeet Pillai
Agency producer: Brian Gonsar
Production house: Smuggler
Director: Samir Mallal
Edit: Crew Cuts