This campaign seeks to position the Indian Army—"known for its larger than life brand, trusted by a billion people," according to a press release—as a "very competitive offering" for young Indians seeking employment.
"No other organization in India provides the canvas of engineering, technology, work-life balance, sustained care and the unique ability of serving the Nation," according to Nirvik Singh, Asia-Pacific chairman and CEO of GREY group.
Armed forces have made similar claims ever since (and probably before) the famous US slogan, "It's not just a job, it's an adventure" came along. They never seem to mention the obvious differences between a career in the military and all other career paths. Of course everyone knows, but still it seems a bit disingenuous: Never mind the possibility of your own bloody death or the possibility of participating (however indirectly) in death on a massive scale...Wouldn't it be awesome to do donuts in a tank!?!
Client & Business
Craft & Production
Production House: Storytellers
Director: Arun Gopalan
Producer: Zina Khan
PR & Corporate Communications:
Need more ads? Visit Ad Nut's Campaign colleagues:
Campaign UK | Campaign US | Campaign India | Campaign Turkey | Campaign Middle East