General Electric makes an artistic impact with print

As Josy Paul, chairman and NCD, BBDO India said: "The overarching theme of the campaign is “GE Works” and brings to life GE’s technologies and their commitment to innovation that improves the quality of life of every Indian."

What makes the GE involvement special for the print industry is, the first phase of the campaign will focus completely on print. The art will be out there in newspapers, magazines, out-of-home including innovative outdoor, building wraps and even aircraft wraps.

Paul said, "We have a fantastic print technologist, Manoj Yogi who heads our production department. We worked with Express Color Scan for proofing on art paper, GNP & SNP and with Digital Color Space for digital printing on Museum Archive Photo Rag 290 gsm paper."

"The idea achieves two things. It shows GE's involvement with the remotest parts of India across various areas of operation. Secondly, it shines the torch and revives arts that are marginalized. We are using communication to also bring back traditional Indian art and marginalised crafts into the mainstream," added Paul.

Click here for a glimpse of the GE campaign which has been conceived by BBDO agency.