Thought leadership case study

Situation & Challenge

As General Electric (GE) completed 120 years in India, our goal was to establish the company as India’s most trusted partner in its energy transition journey. This encompasses GE’s start in 1902 with a hydroelectric project – to today, where 50% of India’s is powered through GE’s systems. While the campaign was conducted across digital, advertising and social routes – our focus was to seed messaging seamlessly into organic media conversations by covering GE's breadth of solutions and aligning them closely to India's national energy goals.

Challenge: New business announcements for external consumption were limited, and with organic media, there is always a challenge
of masking branded communication with non-aligned messages.

Solution

We actively tracked media stories and policy updates to plug inputs, position GE's unique technologies, and bring forth diverse leadership voices. We spoke about technologies that matter and how GE's business offerings align best with the country's goals - a topic of deep interest to the media. We seeded messages of partnership with India uniformly across conversations. We also ensured continuous but paced communication to increase GE's recall and association with key terms such as ‘decarbonization’ ‘energy transition’ ‘clean power’, ‘energy technology’ etc. We also tapped into diverse media platforms – print, online, blogs, video discussions, etc.