ART BY THE PEOPLE - JET ENGINES by BBDO Mumbai for GE

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ART BY THE PEOPLE - JET ENGINES

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Industry Raw Materials & Minerals
Media Design & Branding
Market India
Agency BBDO Mumbai
Associate Creative Director Arjuna Gaur
Executive Creative Director Sandipan Bhattacharyya
Art Director Gurdev Singh Sidhu
Released April 2012

Credits & Description

Category: Illustration
Advertiser: GE
Product/Service: GE 90 JET ENGINES
Agency: BBDO INDIA
Chief Creative Officer: Josy Paul (Bbdo India)
Executive Creative Director: Sandipan Bhattacharyya (Bbdo India)
Creative Team Leader: Bharat Khare (Bbdo India)
Associate Creative Director: Arjuna Gaur (Bbdo India)
Vice President: Rajesh Sikroria (Bbdo Inda)
Account Director: Aditya Gupta (Bbdo India)
Client Services Director: Matt Diiorio (Bbdo New York)
Vice President: Emma Armstrong (Bbdo New York)
Planning Director: Sangeet Pillai (Bbdo New York)
Global Executive Director Advertising/Branding: Judy Hu (Ge Corporate)
Director Growth Markets: Jason Hill (Ge Corporate)
Manager: Lindsay Stein (Ge Corporate)
Client Services Director: Katie Hankinson (Bbdo New York)
Account Manager: Sara Criss (Bbdo New York)
Art Director: Gurdev Singh (Bbdo India)
Studio Manager: Jitendra Pal Singh (Bbdo India)
Head Print Production: Manoj Yogi (Bbdo India)
Media placement: Posters - Offices, Corporate Parks, Airports - 30 April 2012

Describe the brief from the client
How do we change GE's perception from being a distant American multinational, to a company that is engaged in making a positive impact on the lives of people at the grassroots in India?

The client wanted to demonstrate how GE is a company that's here in India, for India.

Describe the challenges and key objectives
GE has been transforming healthcare, transportation and power in rural India for over 20 years. Despite this, GE is still widely perceived as an American company whose technology is not relevant to grassroots India.

So how do we Indianize GE? And send a signal to key opinion leaders and policy makers that GE's technology truly works for India.

Describe how you arrived at the final design
Insight:
When you make a deep and positive impact on the lives of a community, it starts to reflect in their cultural fabric and folk arts.

Idea:

What if the campaign was not created by an ad agency, but by the indigenous communities whose lives GE impacted? That would be the greatest proof of their commitment to India.

We engaged with tribal artists from rural communities and asked them to use their own unique art forms to depict how GE's technology was improving their lives. We used our advertising space to provide a platform to these artists and help bring back their art into the mainstream.

Give some indication of how successful the outcome was in the market
This campaign effectively repositioned GE as an Indian company, committed to India's progress at the grassroot level. Especially with bureaucrats and policy makers.

Generated huge interest in the media about GE's work in India.
FirstPost commented on the campaign - 'GE is instantly less an American multinational and more a multinational that understands India.'

Revived mainstream and commercial interest in marginalised art forms like Gond, Madhubani,
Saura and Kutch patchwork and opened up opportunities to folk artists to exhibit their work in urban art galleries.