Contract, a J. Walter Thompson affiliate, which won the assignment in a multi-agency pitch, will work initially on corporate marketing communications activities to support GE's various business units, including GE Capital, GE Power Systems and GE Medical Systems.
The aim is to make GE's products and services more familiar to a broader audience base. To date, the conglomerate has released a regional campaign with the tagline, 'We bring good things to life'. Using channels such as CNBC Asia and National Geographic Channel, the campaign highlights GE's many technical innovations. Among them is the GE Discovery LS, which claims to be able to detect tumours and quickly reveal whether they are cancerous or not.
GE India has also assigned Contract with the brief to develop recruitment advertising. Contract recently entered into a partnership with a JWT unit, Specialised Communications, to boost the agency's marketing communications arsenal. The joint-venture unit will specialise in recruitment and organisational image-building, in addition to research and development, said a Contract spokesman.
