This, without a shadow of a doubt, is the biggest and most satisfying new business pitch and subsequent campaign I have worked on in my career. We were tasked with improving the quality of officers joining the Indian Army, positioning a career in the Army at par with lucrative avenues including IT, Finance, Banking and Marketing. The result is an integrated campaign that is youthful, relevant and inspirational.
The campaign won the Best In The Category award for the Indian Government at the IAA awards, without being formally entered for the same.