Young Indians have always thought of the Indian Army as a group of fighters standing on the border with heavy machine guns and tanks, and people who are always on standby to fight enemies at the border.
The reality is that the army has more than 20 diverse career disciplines and is constantly modernising itself with cutting-edge technology.
Grey group’s new campaign presents the new face of the Indian Army – an organisation that has undergone change. The Indian Army now sees itself as a full-fledged working organisation that offers job opportunities in different sectors, and is one of India’s most exciting workplaces.
The Army has not had an advertising campaign for six years. Grey is therefore, virtually re-launching the army with its “job ads” – a series of television commercials, print ads and radio spots.
The aim of the campaign is to encourage talented young people to build a career in the Indian Army, rather than join a fighting force.
Grey does so with messages like this, “The most advanced technology firm in India also happens to be the country’s best construction company and its biggest logistics operator…”
Nirvik Singh, chairman and chief executive officer, Asia Pacific, Grey group explained, “Grey group India is privileged to work with the Indian Army and the DAVP to create the most unique campaign for recruitment of officers in the Indian Army. The crux of the campaign is a shift from the often used tenor of valour and bravery to uncovering the truth of the Indian Army, which is one of India’s biggest organisations. This definition positions the Indian Army as a very competitive offering for young Indians who often seek a career, in media, technology, financial services, government services and other such vocations. No other organisation in India provides the canvas of engineering, technology, work-life balance, sustained care and the unique ability of serving the Nation.”
Dheeraj Sinha, chief strategy officer, Grey South East Asia added “In eulogising its physical valour, the Indian Army’s image has become stereotyped. In order to counter this, the current campaign aims to project the Indian Army as the most exciting playground that today’s youth will enjoy working for.”
Campaign Credits:
Agency: Grey group India
Creatives: Malvika Mehra, Vishnu Srivatsav, Bhavesh Kosambia, George Sebastian & Mandar Acharekar
Planning: Dheeraj Sinha & Ankit Singh
Client & Business: Vineet Singh, Mudassir Ansari & Nishant Venkatram
Craft & Production: Samir Chadha & Mitalee Prabhu
Production company: Storytellers
Director: Arun Gopalan
Producer: Zina Khan
PR & Corporate Communications: Sonal Sheth
Grey Group Asia Pacific:
Regional director, PR & corporate communications: Huma Qureshi
Regional corporate communications executive: Pang Yanrong
