Indian Navy: Surging ahead

Grey Group India's campaign for the Indian Navy highlights different facets of India's Naval Force at the upcoming International Fleet Review.

Grey Group India has conceptualised a new campaign for the Indian Navy to highlight the importance of the institution as it hosts the International Fleet Review scheduled to take place in Visakhapatnam, from February 4 to 8, 2016.

A Naval Fleet Review is a long-standing tradition followed by the naval forces of countries all over the world. It is a grand occasion when every operational ship is spruced up and proudly displayed as a colossal spectacle of naval might. Generally called 'International Fleet Review' (IFR), the event allows each nation the occasion to display its maritime capabilities and to build bridges of friendship and trust with other maritime nations.

The multi-platform campaign consists of four television commercials (one master film and three shorter edits), eight radio spots, and multiple print ads (in various vernaculars and outdoors scouring media all across the country). The campaign's aim is to assure the nation of the Indian Navy's preparedness, high morale and discipline by presenting it as the 'Silent yet Strong' force that safeguards the nation's maritime interests.

"It has been our endeavour to showcase with this campaign, aspects of the Indian Navy that are rarely seen by masses at large," says Samir Datar, vice-president and office head, GREY Group India, Delhi.

Varun Goswami, executive creative director, GREY Group India, Delhi, adds, "The Indian Navy is known as a silent force securing our maritime border. In hosting an event of this stature, there's an opportunity to showcase the might and prowess of the Indian Navy. It gave us a chance to lift the veil of ambiguity and reveal the strength behind the perceived silence."

Goswami further adds, "Shot over a gruelling 10-day schedule, the campaign aims to highlight the many facets of the Indian Navy that make it an indomitable force, and therefore, an apt host for the International Fleet Review 2016."

The campaign is also supported by digital banners, branding at airports, and in-flight magazines for a sneak peek into the grand event. It will extend beyond Feb 8, 2016.

Under the banner of "GREY Famously Effective Since 1917," Grey Group, part of WPP (NASDAQ:WPPGY), serves a client roster of companies such as Adobe, Britannia, BIG, Dell, Ferrero, GlaxoSmithKline, ITC, Procter & Gamble, Saint Gobain and Volvo. The agency covers 28 cities in 16 countries, which includes Bengaluru, Gurgaon and Mumbai in India.