Carat's Doosra wins creative duties of Indian Navy

The creative arm of Carat won the account after a multi-agency pitch process that was initiated by the Indian Navy and saw participation from several major agencies.

Carat's creative arm Doosra Brand Communications has won the creative mandate for the upcoming image projection campaign for the Indian Navy. The thematic campaign of the Indian Navy is slated for release this month.

The agency won the account following a multi-agency pitch process that was initiated by the Indian Navy and saw participation from several major agencies.

The objective of the campaign is to make a career as a naval officer attractive for the best talent in India. The campaign that comprises of multiple TVCs, print promotions, OOH and digital is currently under execution.

Zahir Mirza, director, Doosra Brand Communications, says, "It is our honour and privilege to be associated with the Indian Navy. Our strategy and creative is focussed on the many unique advantages a career in the navy has. This in terms of serving the nation, getting an opportunity to work with cutting edge technology, continuous self-development and the facilities made available to officers and their families."

"We also stressed on the necessity not only to speak to potential candidates but also important influencers like their immediate family and friends. We are extremely motivated to deliver impactful communication that will do justice to an organisation as critical, distinguished and valued as the navy. We have always believed in comprehensive creative solutions and this win is a vindication of our outstanding creative product," Mirza adds.

For the record, Carat is part of Aegis Media in India. The Aegis Media India group comprises Doosra Brand Communications, Posterscope, Brandscope, Hyperspace (Retail), PSI (Airports), Carat, Vizeum, Carat Fresh Integrated (Experiential), Isobar, and iProspect Communicate2.