Shedding its conventional image of soldiers standing guard at the border with heavy weapons, the Indian Army has launched a campaign projecting itself as "India's most exciting workplace".
The campaign says the aim of the campaign is to "attract quality of talents and to build a career with the Indian Army."
The campaign is aimed at vying for the Indian youth who has a plethora of career options these days, ranging from start-ups to financial services, media, entertainment and even sports that are more lucrative, glamorous and relatively safe.
The campaign, to be shown across the media spectrum comprising tv, print and radio, will show the Indian Army as an exciting career option for today's youth. The 360- degree campaign consists of nine TVCs, multiple print ads and radio spots.
Of course, the Army's core values of valour, patriotism and protection will continue to remain intact.
The campaign has been conceptualised by Grey Group India. A senior company executive explained how the campaign's sales pitch has been designed.
"We conducted an extensive consumer research talking to the college youth on the one hand and the Army officers on the other hand across the nation. While the youth perceives the Indian Army to be only driven by combat roles with the outdated technology, the reality is that the Army has over 20 diverse career disciplines offering an all-round lifestyle and it is constantly modernising itself with cutting edge technology. Thus, the challenge was to showcase this relatively lesser known side of the Army," Vineet Singh, Vice-President & Business head, Grey Group India said, according to Best Media Info.
The campaign itself was a "life changing experience" for the creative team at Grey Group India, with shooting done at locations where the temperature ranged from -20 degree celsius to 50 degrees and interactions with various army units and regiments.
Watch the advertisement below to know more-