Title | ART BY THE PEOPLE |
Brand | GE |
Product / Service | GE CORPORATE |
Category | A02. Posters |
Entrant | BBDO INDIA Gurgaon, INDIA |
Entrant Company: | BBDO INDIA Gurgaon, INDIA |
Design/Advertising Agency: | BBDO INDIA Gurgaon, INDIA |
Name | Company | Position |
---|---|---|
Josy Paul | BBDO India | Chief Creative Officer |
Sandipan Bhattacharyya | BBDO India | Executive Creative Director |
Bharat Khare | BBDO India | Creative Team Leader |
Arjuna Gaur | BBDO India | Associate Creative Director |
Aditya Gupta | BBDO India | Account Director |
Matt Diiorio | BBDO New York | Client Services Director |
Rajesh Sikroria | BBDO India | Vice President |
Sangeet Pillai | BBDO New York | Planning Director |
Judy Hu | GE Corporate | Global Executive Director Advertising/Branding |
Jason Hill | GE Corporate | Director/Advertising/Growth Markets |
Lindsay Stein | GE Corporate | Manager |
Katie Hankinson | BBDO New York | Client Services Director |
Sara Criss | BBDO New York | Account Manager |
Gurdev Singh | BBDO India | Art Director |
Jitendra Pal Singh | BBDO India | Studio Manager |
Manoj Yogi | BBDO India | Head Print Production |
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.
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.
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.
This campaign effectively repositioned GE as an Indian company, committed to India's progress at the grassroots 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.