SITUATION
For a brand that has been present in India for over 20 years, a large section of consumers was still ignorant of the breadth of GE's presence in the country.

THE BRIEF
Drive awareness and understanding of GE’s presence in India - which ranges from aviation, transportation and energy to financial services and healthcare.

OBJECTIVES
The advertising campaign is aimed at fulfilling two objectives:
1. GE solves critical infrastructure challenges that impact the lives of millions of Indian citizens.
2. GE is a local company developing products and technologies relevant to Indian customers.

INSIGHT
For centuries indigenous people have used art to tell evocative stories about life’s challenges.

THE IDEA
Use traditional art forms that have strong local resonance (Patchwork Art, Soura Art, Madhubani Art & Kalamkari Art) to showcase how GE is helping to build, cure, power and move India.

RESULTS
The print and OOH campaign achieved breakthrough with both national press coverage and consumer engagement which exceeded all objectives.