GE Money, the consumer finance unit of the General Electric Company (GE), has recently launched its first TV commercial in India. The TVC for GE Money personal loans features children to demonstrate simplicity, ease and innovation, with the core message being that GE Money is a can-do brand that as the ability to say "Yes" to people in need, even when others are saying 'No'. The creative agency is JWT, Delhi.
The commercial opens with a group of children desperately looking for something. Chintoo is a child with an incomplete project and hence, unhappy. A girl asks them what they are searching for, to which they all reply "Chintoo Ki Smile!" Chintoo wants to build a hospital, but he faces resistance from all quarters, with everyone saying 'No' – 'No' to a doctor set; 'No' to a white coat; even his father refuses to help.
The girl smiles and tells the children that they will find Chintoo's smile. She leads them to a GE Money branch where Chintoo's request for help is not turned down. The commercial ends with GE Money saying 'Yes' and giving Chintoo the means to complete his project. With its 'Yes' attitude and the ability to add extra, GE Money is successful in putting a smile back on Chintoo's face.
JWT VP, Maneesh Rangra, said, "The brief was that the brand GE Money is about simplicity and a positive attitude. Kids were a natural choice for the brand as they brim with positive energy and transact on simple terms. Taking a leaf from the real life, the ad depicts a child losing his smile over an incomplete project and how GE Money Personal Loan goes the extra mile to bring back that smile."
GE Money India Vice-President, Personal Loans, Sunil Kapoor, said, "One of GE Money's strongest points of differentiation is that we are about saying 'Yes' to our customers, giving them more options, anticipating their financial needs and making the GE Money brand a preferred partner for life. GE Money is about funding aspirations and making dreams a reality. We are using TV for the first time in India as the medium allows us to communicate the emotion and significance of having the means to meet one's goals. With this TV commercial, we are telling our customers that with GE Money you can say 'Yes to more, yes to smiles'."
He added that GE Money had a personal loan product for everyone – affluent, middle and mass segments. "We have innovative products designed to meet varying needs as well as special product surrogate programmes for self-employed individuals. This first-ever TVC by GE Money in India reflects our commitment to make it simpler for people to fund their aspirations," he further said.
GE Money is the new name for GE Countrywide. Since September 2005, all existing GE Countrywide products – Auto Loans (New and Used Cars), Consumer Durable Loans, Two Wheeler Loans, Personal Loans and Home Equity-Loans against Property – have been consolidated under the GE Money umbrella brand. The joint ventures with SBI Card and Maruti will continue to use their existing branding, which enjoy a strong consumer mind space.
GE Money is expanding its branch presence in India and is targeting to reach 200+ branches in 2006 at an investment of Rs 45 crore.