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‘Navy gives you more,’ reads the new campaign by Carat Communications

Carat Communications has beautifully created a new multimedia campaign for the Indian Navy Services, which instils patriotism and lures the youth to join the defence services.

BestMediaInfo Bureau | Mumbai | May 20, 2016

Navy-gives-you-more Click on the image to watch the TVC.

Adhering to the previous theme, ‘Ocean of opportunities’, Carat Communications has created another campaign for the Indian Navy with the tagline, ‘The navy gives you more’. The campaign talks about working with the Navy that offers ample opportunities.

The objective of the campaign is to attract the youth to join the Indian Navy Services. With innumerable options of career available to the youth today, it becomes difficult for the defence services to attract the best of talents. The objective, therefore, was to present the Navy as a career option that offers something extra – the privileges of working with cutting-edge defence technology, the satisfaction of serving the nation and the pride of being a naval officer.

Commenting on the campaign, R Ravi Shankar, National Head, Carat Communications, said, “It was an absolute privilege to work on a campaign of this scale for the Indian Navy. The campaign is essentially about how the Navy scores favourably on every parameter that the youth of today seek in their career of choice. We used our proprietary research tools to zero in on these parameters and discussed them at length with senior Navy officers before translating them into creative. The result is a 360-degree campaign that not only builds on our already established ‘An ocean of opportunities’ theme but also projects facts about a career in the Navy, which make it such an attractive option.”

The agency mentions that the brief given to them was to project the Navy as a modern technological force in the forefront of extending Indian influence across the oceans, offering fulfilling careers at sea, land and air.

Kaevan Umrigar, Creative Head, Carat Communications, added, “We decided to keep it simple and show the Navy for what it is, and the officers for who they are. Let them speak for themselves. Our objective was simple – ‘Rongte khade hone chahiye’. When youngsters consider the armed forces, we want the Navy to be the first on their list.”

The agency has used naval officers as the face of the campaign. They voice their reasons for joining the Navy, the fulfilment of their expectations and their security for their future.

Talking about the shooting experiences and challenges, Zahir Mirza, Producer and Director, Labradog Films, said, “We lived on an aircraft carrier like a sailor to shoot mid-seas action. We shot inside warships, submarines and fighter aircrafts. There are no rehearsals when you are shooting warships in action. The film-making challenge was to produce Hollywood-style war film images while shooting in a documentary mode.”

The agency has released two 60-second commercials and seven 30-second edits of the same. The campaign is well promoted on television, print, radio and outdoor.

The two 60-seconders show Navy officers preparing for duty, donning their uniforms. Their voiceovers describe their motivation to join the Navy, the role they play in the country’s defence and what they get in return. There are shots of the Navy in all its aspects and glory that is in sync with what the voiceovers are describing. The films end with the Navy officers exhorting the youth to follow in their footsteps. The commercials end with the message, ‘The Navy gives you more’.

The seven 30-seconders talk about the different values the Navy imparts to its officers. These values are once again voiced by officers. Each film takes a single letter that unites these values -- example ability, action, authority, confidence, courage, career, desire, duty, destiny, etc. Again, the sign-off is ‘The Navy gives you more.’

Links to the two TVCs




Client: Indian Navy

Creative Agency: Carat Communications

Creative Head: Kaevan Umrigar

Creative team: Kaevan Umrigar, Ganesh Naik

Account Management Team: Vineet Neb, Deeshant Bhandarkar

Director (of the film): Zahir Mirza

Producer: Zahir Mirza

Production House: Labradog Films

DOP: Rakesh Haridas


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