To mark the occasion of its 84th anniversary, Indian Air Force, has launched a campaign, ‘A Cut Above’ that tries to bring forth the glory and bravado associated in the life of the Indian Air Force.
The ad has been conceptualized and executed by Grey Group India.
“The Indian Air Force is not an average 9 to 5 desk job. It exceeds the realms of a job and offers a distinct lifestyle”.The idea of the campaign is based on a simple human insight. There is an innate wanderlust in every one of doing new things, a quest for knowledge, exploring new places or meeting new people and a need to get more out of different aspects of life. The campaign aims to motivate the youth to join the Indian Air Force family and be ‘A Cut Above’ from the potential derived from the regular job.
Watch the Video “A Cut Above”-
“Shot across the country, over a grueling 2 month schedule, the campaign shows how a position in the Indian Air Force is a cut above the same experience in a regular day job. Here, ambition goes beyond a corner office on the top floor. Colleagues don’t just share food, they share fate. A job in the Indian Air Force is an opportunity to do everything, except, only better.” Varun Goswami, Executive Creative Director GREY group India.
Samir Datar, Senior Vice President and Office Head, GREY group India said,” Indian Air Force has always been an aspiration for those who want to join the armed forces. But for a while now the interest has been waning. This campaign aims to attract even those who have stopped looking at armed forces and Indian Air Force as a career option. “A Cut Above” demonstrates that it takes a very special person to be part of Indian Air Force.”
The mammoth communication exercise that kicked off with television commercials, also comprises of 10 radio spots, over 20 press ads and 40 hoardings that will be spread across different media.