He is an achiever, leader, gentleman, patriot, saviour, sportsman, pilot, manager, engineer and a role model. He also is an army man. Lowe's new advertising campaign for the Indian Army focuses on the many facets of the Army man in an attempt to refresh the image of the Army in the eyes of potential recruits, and get more high-quality applicants.
The Indian Army account was previously handled by JWT, which did an excellent job of establishing the Army as a possible career option. But the ads only asked, `Do you have it in you?' They did not say what the Army could do for its people."
Lowe, therefore, surveyed Army men and civilians, and found that there was a mismatch between what the Army did, and what it was perceived to do, for its people. Also, while it is highly respected, especially in times of crisis, people still do not consider the Army as a serious career choice, and there is a dearth of applicants with the "officer-like quality" that the army looks for.
The agency's task was thus two-fold: refresh the image of the Army to induce more youngsters to join it, and highlight the perks and benefits such as education and healthcare besides the adventure and glory.
Lowe's campaign comprises five TV commercials and nine print ads, which were launched in the major media in late August. The cost of the campaign is about Rs 5 crore. There are specific ads for the short service commission and engineers, as well as general image ads. The aim was to show that the Army is a very modern, sophisticated, high-tech organisation.
In another spot, an Army man is seen handling a crisis in a factory, with flashes of him motivating jawans on the field; a third spot has an Army man helping an accident victim on the road, with scenes of him helping a wounded soldier on the field, and another spot shows an Army man breaking up a scuffle on the road merely by looking at the pair.