MAM
GE launches new campaign to reinforce commitment towards localisation
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.
Brands
Pre-seed funding fuels nailinit, India’s new-age nail care brand
Gruhas Collective Consumer Fund backs Gen Z-focused beauty startup
MUMBAI: nailinit, a community-first nail care startup targeting Gen Z and millennials, has raised Rs 2.5 to Rs 3 crore in a pre-seed round led by Gruhas Collective Consumer Fund and Marsshot VC, alongside a clutch of consumer, technology and operator angels.
Backed by entrepreneur and investor Nikhil Kamath, Gruhas Collective Consumer Fund is betting on nailinit’s attempt to give India’s nail care aisle a long overdue makeover. The fresh capital will be used to deepen distribution across quick commerce and D2C channels, build its community engine, and accelerate product innovation in a category that is high frequency but still light on strong brands.
Founded by Tanishq Ambegaokar and Shubham Singhal, nailinit is positioning itself at the crossroads of beauty, self-expression and culture. The brand wants nails to be more than a finishing touch. It sees them as a canvas for identity, content and commerce.
“At nailinit, we are building for a generation that sees beauty as self-expression, not just routine,” said Ambegaokar. “The nail category in India has largely been underserved by strong brands. This capital allows us to invest in product depth, community and distribution in a thoughtful and long-term way.”
Singhal added that while the brand’s tone may be playful, its operating focus is sharp. “This round strengthens our supply chain, expands our digital footprint and enables disciplined execution as we scale.”
The funding round drew notable angels including Shashank Kumar of Razorpay, Arjit Johri of Marsshot VC, Yash Jain, formerly of NimbusPost, Karan Jindal of Meta, Jivraj Singh Sachar of ISV Capital, Nishank Jain of Accel, Yashvardhan Kanoi, Ashwarya Garg of HYPD, Venus Dhuria of Phot.AI and Amishi Parasrampuria of The Whole Truth.
Gruhas Collective Consumer Fund fund manager Gauri Kuchhal, believes the opportunity lies in shifting habits. “Nail care remains underpenetrated in India, with consumers relying on time-intensive salon visits. As convenience and self-expression gain ground, press-on nails can unlock more frequent and experimental usage. Nailinit is well-placed to expand beyond press-ons into adjacent categories.”
The brand is currently the only nail care player in India blending product-led retail with a dedicated kiosk at Jio World Drive in Bandra, where customers can walk in for services while discovering the range. It has also built early traction across quick commerce platforms such as Zepto and Blinkit, with a launch on Instamart in the pipeline, and is available on Amazon, strengthening its omnichannel presence.
In a space long dominated by salon chairs and scattered labels, nailinit is attempting to file, shape and polish the category into something sharper. With fresh funding in hand, the startup is setting out to prove that in beauty, small details can make a bold statement.
