How do we change GE's perception from being a distant American multinational, to a company that is engaged in making a positive impact on the lives of people at the grassroots in India?The client wanted to demonstrate how GE is a company that's here in India, for India.

GE encouraged tribal artists from rural communities to use their own unique art forms to express themselves and depict how GE's technology was improving their lives. We used our advertising space to provide a platform to these artists and help bring back their art into the mainstream, breathing new life into long-forgotten folk traditions, and in the process creating a spectacular advertising campaign.

This campaign effectively repositioned GE as an Indian company, committed to India's progress at the grass-root level. Especially with bureaucrats and policy makers. Generated huge interest in the media about GE's work in India.

FirstPost commented on the campaign - 'GE is instantly less an American multinational and more a multinational that understands India'.

Revived mainstream and commercial interest in marginalised art forms like Gond, Madhubani, Saura and Kutch patchwork and opened up opportunities to folk artists to exhibit their work in urban art galleries.