The Indian Army's recruitment drive is being supported by a nine-film ad campaign conceptualised by Grey Group.
Two of the films appeals to youth speaking about a massive pool of colleagues, a lifestyle of adventure, the exciting challenges one will get to face everyday, the benefit of education for one's children, among other things that a job in the army brings with it. Inviting youth to the 'Most exciting workplace', the films ends with a sign off of 'Live a life less ordinary'.
Nirvik Singh, chairman and CEO, Asia Pacific, Grey Group, said, “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 organisation. 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 service 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.”
Vineet Singh, vice president and business head, Grey Group India, added, “We conducted an extensive consumer research talking to the college youth on one hand and the army officers on the other hand across the nation. We found that the current youth perception of Indian army is starkly different from what is actually experienced by the army officers. While the youth perceives Indian Army to be only driven by combat roles with the outdated technology, the reality is that army has over 20 diverse career discipline offering an all-round lifestyle and it’s constantly modernising itself with the cutting edge technology. Thus the challenge was to showcase this relatively lesser known side of the army.”
Dheeraj Sinha, chief strategy officer, Grey South East Asia, noted, “Culturally whenever we say Indian Army, the first image that comes to our mind is Sunny Deol firing a Bazooka on Pakistan border. In eulogising the physical valour and extraordinariness, the army imagery has pushed itself in one corner. At one end we don’t know enough about what it takes to be an army man and at another, it looks just too challenging. The current campaign projects Indian Army as the most exciting playground that today’s youth need for their talent."
The 360- degree campaign straddles TV, print, digital and radio spots.