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
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
