New Delhi: As a child, your career ambition changes every day. One day, you want to be a pilot. Another day, you wish to become a sailor. Some days you want to save the turtles. On other days, you want to protect your nation. Unfortunately, by the time you grow up, you reconcile with the idea of pursuing just one interest for the rest of your life. Not the case, if you apply for a job with the Indian Coast Guard.
Conceptualized and executed by GREY group India, for the Indian Coast Guard, “A Different Challenge Everyday” talks to the aspirations of today’s youth. It showcases the varied opportunities that this multi-mission organization has to offer to the youth, who are in search of a job that isn’t mundane.
“From assisting fisherman to saving human lives, guarding the countrymen and preserving marine biodiversity. The campaign aims to invite individuals who are ready to take up a new challenge at work, every day of the year.” said Varun Goswami, Executive Creative Director, GREY group India.
Ketan Desai, President-North, GREY group India said, “On our visit to the Indian Coast Guard organization, we met the officers and men of the Coast Guard team who are the ultimate heroes fighting sea challenges in the right spirit every single day. Capturing this notion in mind, we intended to create this campaign that beautifully captures the significance of the Indian Coast Guard services to the nation and exhibiting its prowess in maritime affairs”
Shot in multiple locations, over a grueling 15-day schedule, the campaign includes a 5-minute Short Film and 30-second Television. While the former is aimed at showcasing the strength and capabilities of the Indian Coast Guard, to other similar forces around the world, the television commercial is part of the recruitment drive.
Creative Team: Arjun Bhimwal, Zishan Mohammed, Gautam Bhasin, Varun Goswami
Account Management: Ketan Desai, Pulak Bhattacharya
Grey Works-Agency Producer: Samir Chadha
Production House: Asylum Films
Director: Aiman Ali
Producer: Bhavna Singh, Vidya Muraleedharan