In an attempt to attract more people to join the Indian Air Force, IAF during their 84th Anniversary launched a new campaign to attract the youth.
The new campaign shows that a job in the force is like no other nine to five job and is far more exciting and challenging in comparison.
The campaign has been created by Grey Group India and has been shot by Asylum Films in various parts of the country.
To target the right audience and age group, IAF has launched three television commercials, few radio spots, 20 different press ads and created as many as 40 different hoardings.
Further, they also commemorated the 84th anniversary of the IAF in these ads so as to highlight the glory and bravado that is associated with life in the IAF.
“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.” – Varun Goswami, Executive Creative director Grey Group India
These campaigns were shot for over a period of two months and include Air Force bases in Leh, Pokhran, Hindon, and Pune.
Further, they used no file footage for these ad campaigns and everything that was shot was done specifically for it.
These campaigns would soon be seen as television commercials, numerous print ads, outdoor ads and even radio ads. They would run for over a period of few months.