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.
MAM
DB Group names Abhay Dubey as chief brand marketing
Seasoned marketer brings regional muscle and launch savvy to DB
LUCKNOW: Dainik Bhaskar Group has appointed Abhay Dubey as chief brand marketing, strengthening its leadership bench as the media major sharpens its focus on brand-led growth.
Dubey steps into the role after a high-impact stint as regional marketing manager at Reliance Broadcast Network, where he led data-driven regional campaigns and rolled out new initiatives from concept to completion. Based in Lucknow, he steered end-to-end account marketing, orchestrated launch events, and fine-tuned go-to-market strategies with a sharp eye on budgets and brand visibility.
Before that, he served as area marketing manager at Mahindra Holidays & Resorts India Limited, handling business development, media buying and integrated branding campaigns across Uttar Pradesh. His remit included planning new service launches and working closely with creative agencies, media owners and government departments.
Dubey also held the position of brand manager at EM3 Agriservices Pvt. Ltd., where he drove product launches, demand generation and stakeholder engagement. Earlier in his career, he was head of marketing at Saffron Communications Pvt. Ltd., overseeing integrated campaigns across sectors, and began his journey at Jagran Engage, building experience in advertising and lead generation.
With expertise spanning digital marketing, brand management, demand generation and below-the-line advertising, Dubey brings both strategic planning skills and hands-on execution experience to the table. His track record suggests a marketer who is as comfortable crunching numbers as he is crafting narratives.
At DB Group, he is expected to shape sharper brand strategies, amplify market presence and ensure campaigns that do not just make noise, but make sense.
