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Industry Raw Materials & Minerals
Media Print, Magazine & Newspaper
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: Best Sponsorship or Partnership Campaigns
Advertiser: GE
Product/Service: GE CORPORATE
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 India)
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/Advertising/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: Ambient - Posters, Aircraft Wraps, Building Wraps And Buses - 15 April 2012
Media placement: Outdoor - Delhi, Mumbai, Bangalore, Chennai - 30 April 2012
Media placement: Digital - Yahoo India, Rediff - 30 April 2012
Media placement: Press - Times of India - 30 April 2012

Describe the objective of the promotion.
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 grassroot India. It was our task to Indian-ise GE and change this perception.

Describe how the promotion developed from concept to implementation.
What if the campaign was not created by an ad agency alone, but co-created with the indigenous communities whose lives GE impacted? That would be the greatest proof of their commitment to India.

So we engaged with tribal artists from rural communities and asked them to use their own unique art forms to express themselves and depict how GE's technology was improving their lives. We used our advertising space to provide a platform for these artists and help bring back their art into the mainstream. Breathing new life into long-forgotten folk traditions. And in the process, creating a spectacular advertising campaign.

Explain why the method of promotion was most relevant to the product or service.
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. So having GE technology depicted in tribal art forms would be a great proof of their commitment to India and the change they were effecting.
This partnership with Indian tribal artists was a sincere and rooted effort to change the perception of GE from being an American multinational to a company that's here to partner India.

Describe the success of the promotion with both client and consumer including some quantifiable results.
This campaign effectively repositioned GE as an Indian company, committed to India's progress at the grass-root 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.