The Indian army has launch a recruitment campaign to tackle the perception among young Indians that the country’s armed forces are constantly engaged in combat on the border and are hindered by outdated equipment and old technology.
In two different TV ads of ‘Live a life less ordinary’ Campaign created by Grey, the viewer learns that India’s army is the country’s biggest logistics operator, its finest hospital group, best construction company, most advanced tech firm, and one of the 10 largest employers in the world.
The Indian army’s tagline is ‘Live a life less ordinary’
Grey’s regional boss Nirvik Singh said in a press release that 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 for the agency across Southeast 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.”
This ‘Live a life less ordinary’ Campaign marks a return to advertising for the Indian Army after a break of six years.
Client & Business
Craft & Production
Production House: Storytellers
Director: Arun Gopalan
Producer: Zina Khan