This week, instead of asking of any favourite ad film to any creative person, IndianMediaBook decided to unfold the story behind this campaign. Here Pulak Bhattacharya, AVP- Client Servicing, shares his experience of this campaign.
What was the idea behind this campaign?
The International Fleet Review is a long-standing naval tradition. Hosting it is a matter of honour and immense pride. This year with the Indian Navy hosting this global maritime event, the campaign to promote it, gave us a chance to highlight the many facets that make the Indian Navy, the apt host. Facets of an indomitable force that many consider to be just a silent guardian of our naval frontiers. The campaign showcases the strength behind the perceived silence.
What was the brief given to you?
The brief was simple. Excite the domestic and international audience about the IFR event and the significance of the Indian Navy as the host nation. The International Fleet Review 2016 is that global platform which will unveil Indian Navy’s strength behind the silence.
Please shed the light on key features and highlights of the campaign?
Though the brief was to communicate the IFR event, we tried doing that by showcasing different facets of Indian Navy i.e. MARCOS (Marine Commandos), Submarine, Aircraft Carrier VKD.
A campaign was built around the theme “United Through Oceans”. The highlight was to bring out the significance of India & the Indian Navy as the host nation serving 50+ countries.
In how many markets campaign will be promoted? Please share your digital mix.
Communication was Pan India, but largely focusing at Vizag because it was the hosting city for IFR event.
In how many phases campaign will be executed?
The Campaign was primarily divided into 2 phases.
1st phase of communication was to announce the launch of IFR by the CNS (Chief of Naval Staff) through a Press conference, followed by OOH and print communications.
2nd phase was showcasing different facets of Indian Navy i.e. MARCOS (Marine Commandos), Submarine, Aircraft Carrier VKD, through TVC, OOH, Print ads, Digital, Airport branding, Bus Shelters etc and the specific events which took place at IFR through Print ads, OOH, Bus shelters etc.
What are your expectations from this campaign? Please take us through your future plans.
Expectations are positive and massive. Though it was specifically for promoting the IFR event but I am sure this campaign will motivate and encourage the younger generation to look at Indian Navy in a different light and gearing up to join the Indian Navy.
