MUMBAI: General Electric Company has launched its ad campaign in India with ‘GE Works‘ as the theme.

‘GE Works‘ is the company‘s latest global advertising campaign showcasing how GE technology and employees work positively to impact lives of people, customers, communities and the world.

The new campaign reinforces GE‘s commitment to localisation and improving quality of life. It focuses on developing localised products and solutions for Indian customers across transportation, healthcare, energy and financial services.

GE approached traditional artists across India to help craft print the different ways in which GE has impacted the lives of people in India. The campaign depicts creative art forms like Patchwork Art, Soura Art, Madhubani Art and Kalamkari Art. These art forms are aligned to the four pillars of ‘GE Works‘ - Curing, Moving, Powering and Building – by which GE contributes to improving the quality of life in the country.

GE India growth initiatives leader Vishal Wanchoo said, "GE‘s mantra has been to partner in India‘s growth and progress. The people of GE work on developing solutions that positively impact the life of local citizens. The ‘GE Works‘ ad campaign is a representation of the work we do and the core belief that GE and our solutions are relevant only if they benefit our customers and Indian citizens alike. We felt that art, which is integral to the culture of the country, is a great medium to tell our story."

The first phase of the campaign focuses on print and digital medium. It will be followed by a healthcare documentary TVC which will be played across select TV channels, captive live-media junctions across hospitals and premium cinema halls in India.

GE also plans to extend the campaign to out-of-home and airport media in the coming months. The second phase of this campaign will be launched by the end of the current quarter through a TVC.