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GREY group India’s New Campaign for the Indian Air Force

MediaInfoline October 10, 2016

On the momentous occasion of the Indian Air Force’s 84th anniversary, GREY group India has conceptualized and executed a new campaign for the Indian Air Force. The campaign ‘A Cut Above’ tries to bring forth the glory and bravado associated in the life of the Indian Air Force.

The Indian Air Force is not an average 9 to 5 desk job. It exceeds the realms of a job and offers a distinct lifestyle. The idea of the campaign is based on a simple human insight. There is an innate wanderlust in every one of doing new things, a quest for knowledge, exploring new places or meeting new people and a need to get more out of different aspects of life. The campaign aims to motivate the youth to join the Indian Air Force family and be ‘A Cut Above’ from the potential derived from the regular job.

“Shot across the country, over a gruelling 2 month schedule, the campaign shows how a position in the Indian Air Force is a cut above the same experience in a regular day job. Here, ambition goes beyond a corner office on the top floor. Colleagues don’t just share food, they share fate. A job in the Indian Air Force is an opportunity to do everything, except, only better.” Varun Goswami, Executive Creative Director GREY group India.

Samir Datar, Senior Vice President and Office Head, GREY group India said,” Indian Air Force has always been an aspiration for those who want to join the armed  forces. But for a while now the interest has been waning. This campaign aims to attract even those who have stopped looking at armed forces and Indian Air Force as a career option. “A Cut Above” demonstrates that it takes a very special person to be part of Indian Air Force.”

The mammoth communication exercise that kicked off with television commercials, also comprises of 10 radio spots, over 20 press ads and 40 hoardings that will be spread across different media.

The tvc link of the campaign –


Creative Team: Sandipan Bhattacharyya, Louella Rebello, Adarsha Deshbhratar, Varun Goswami, Gautam Bhasin, Piyush Jain, Sahil Mehta, Harshvardhan Sharma, Gurudev Singh

Account Management: Samir Datar, Pulak Bhattacharya, Vishal Pant, Ameya Desai, Sunny Jain

GREY Works (Films):  Samir Chadha, Sharad Shinde

Production House: Asylum Films

Director: Razneesh Ghai

Cinematographer: Mitesh Mirchandani

Executive Producer: Bhavna Singh

Director’s Assistant: Aiman Ali

Associate Producer: Vidya Muraleedharan


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