IAF asks India’s youth to be a cut above with a flying career move

On the occasion of the Indian Air Force’s 84th anniversary, Grey Group India has conceptualised and executed a new campaign for the Indian Air Force. The campaign – ‘A Cut Above’ – seeks to bring forth the glory and bravado associated in the life of the Indian Air Force.

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.

“Shot across the country, over a gruelling two-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,” elaborated Varun Goswami, Executive Creative Director, Grey Group India.

Samir Datar, Senior Vice President and Office Head, Grey Group India, added here, “The 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 the 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 the Indian Air Force.”

The mammoth communication exercise that kicked off with television commercials also comprises 10 radio spots, over 20 press ads and 40 hoardings that will be spread across different media.

Watch the ad film:
https://youtu.be/trs-uwZRL98

Campaign credits:

Creative Team: Sandipan Bhattacharyya, Louella Rebello, Adarsha Deshbhratar, Varun Goswami, Gautam Bhasin, Piyush Jain, Sahil Mehta, Harshvardhan Sharma, Gurudev Singh

Account Management: Samir Datar, Pulak Bhattacharya, Vishal Pant, Ameya Desai, Sunny Jain

Grey Works (Films): Samir Chadha, Sharad Shinde
Production House: Asylum Films
Director: Razneesh Ghai
Cinematographer: Mitesh Mirchandani
Executive Producer: Bhavna Singh
Director's Assistant: Aiman Ali
Associate Producer: Vidya Muraleedharan