Advertisement Campaign for Indian Air Force

… where we believe in

providing creative solutions.

PRESENTS…

ADVERTISING

CAMPAIGN FOR

INDIAN AIR FORCE

About :

Indian Airforce is the air armed forces of the Indian Armed Forces.Its primary responsibility is to secure Indian airspace and to conduct aerial warfare during a conflict.

Why chosen?

•Needs educated Indians•Has a stringent medical criterion

Motto:

"नभःस्पशृं दीप्तम"्

Translation: "Touch the Sky with Glory

Bechaara Bacha-The 3 phases of an “Aam” Indian Kid

Thank you god for everything. Mujhe bada hokar doctor, pilot,astronaut, soldier AND engineer bana dena. And khoob saari shakti dena!

Phase 1- The “chotta” bachha stage

The other two stages horrible

stages are …

Before

Graduation

After

Graduation

Science le!

Before

Graduation:

Doctor ban!

Engineer ban!

Kyakaroooo?

Super confused about which subiect to taje…

which college to go to…

In College…

Life mast hai boss! 8)

After

Graduation:

PG ke liyecollege dekh!

Job dhoodh!

Shaadi kabkaroge beta

… Keeping in mind our

bechaara bacha

TARGET

GROUP

14 to 27 YEARS OLD

MEN AND WOMEN

(urban youth)

Recruitment at various positions starts from 16 1/2 to 27 years

Our survey covers this age group and class, thus giving us a deeper insight.

9%

55%

36%

AGE GROUP OF RESPONDENTS

11 to 16 17 to 19 20 & Above

Age Group we surveyed:

Indian Air Force

Flying Branch (Both men and

women)

AFCAT

SSB Interview (5 days)

Medical Examination

Technical Branch (Engineering

students only)

AFCAT

AFSB

Ground Duty Branch

Logistics

Administration

Education

Meteorology

CA / ICWA / M Ed / Ph D./Law

AFCAT

AIM

&

OBJECTIVES

“To promote the Target Group to join Indian Airforce.”

“To increase awareness about different posts, jobs available for urban youth and perks associated with it in the Indian Airforce to give them a fair choice, BEFORE GRADUATION AND AFTER GRADUATION.

We Respondents who have/will

consider joining the Defence services

26

Respondents who have/ will not

consider joining the Defence services 47

•Quality of life•Job Security•Job Satisfaction•Different Lifestyle, adventures•Perks and facilities•Higher salary compared to other Government jobs.•Values-Serving the nation, discipline•Healthy mind and body.•Fact that it is the only organization where everyone is chosen on the basis of merit and fitness.

STRENGTHS

S

•Postings•Fixed pay•Risk of life•Stringent promotion policies•Stringent medical standards•Discipline•Lack of freedom

WEAKNESS

W

•Too many career opportunities •Frequent postings•Higher paid jobs

OPPORTUNITIES

THREATS

•Uniqueness of lifestyle•Thrill of flying•Perks and facilities•Special skills•Entrance exam is free of cost

T

O

Family / Friends Honor Discipline Purposeful Life Uniform LifestyleOther reasons like least corrupt, dream, dignity etc

8

3

1

2

4

3

5

RESPONDENTS

Keeping in mind the motivational factors chosen by respondents, the creative objectives have been drafted.

Creative OBJECTIVES

•To not only focus on Physical Strength but also MENTAL strength.

•To use UNIFORM as an advertising tool.

•To create an advertisement campaign which SPEAKS out to the URBAN YOUTH.

•To highlight PERKS and facilities offered.

•To advertise Indian AirforceSoldiers as smart heroes.

•To establish ways to make friends and family a part of the campaign

Creative OBJECTIVES

•To create an emotional connection of people to Nation Pride and Glory.

•To popularisethe Adventorousactivities organised by Indian Armed Forces

•To make parents and students aware about the Benefits and Pay.

•To lay emphasis on travelling around the world.

ESTABLISHING MEDIA

OBJECTIVE

• Dominant Presence in media

• Advertise AFCAT

• Advertise Benefits and Pays available in Air Force.

• Establish presence online

COMMUNICATION

VEHICLES

• Newspapers• Magazines• Television Ads• Pamphlets• Career Counsellors• Career events• Sports activities and Adventure Activity Clubs• Seminars and talks• Hoardings• Internet- Emotional Videos and Advertisement

Newspapers and

Magazines and Posters

25%

Online Media10%Career

Events and Counselling

25%

Television30%

Miscellaneous

10%

Distribution of Budget

BUDGET DISTRIBUTION

A comprehensive Pamphlet to spread awareness highlighting these:

•M. Tech courses from IIT and BHU-IT with

study leave of 24-28 months.

•Annual leave for 60 days and casual leave of

20 days per year

•Scholarships and welfare Schemes for AFWWA(Air Force Welfare association

•No cost for training.•TRAINEE monthly stipend for Rs

21,000/- during last one year of

training.

•Officer Pay Range-50,330/- to Rs 61,580/-

•Insurance - Rs 50 lakhs with

an additional insurance cover of Rs 3.5 lakhs for pilots.

, Loans and Insurance

Rations,CSD facilities,

Rail concessions

Accomodation

Recreational and sports

facilities

Secured camp life

School Facilities

Institute and Messes Membership

Leaves and leave travel concessions

Fire missiles in REAL life.

JOIN INDIAN AIRFORCE.Log on careerairforce.nic.in

Be there. Save lives. Join Indian Air Force.

Earn them all! JOIN INDIAN AIR FORCE.

We take ONLY on the basis of fitness and merit! So come prove yourself!

Join INDIAN AIR FORCE!

•Advertise in Education section of Main Line Newspapers like Education Times, etc. and Career related magazines like Career Launcher, School magazines.

•Give sample papers of AFCAT in Magazines.

•Give Military Aptitude Tests in Career Magazines

NEWSPAPERS

POSTERS

HOARDINGS

PAMPHLETS

•Bring back creative advertisement and posters

Aero Sportso Skydivingo Parasailingo Paraglidingo Power hand glidingo Para Motor Flyingo Microlight flyingo Hot Air ballooningo Aero ModellingLand Sportso Mountaineeringo Trekkingo Skiingo Car Rallyo Motorcycle expeditionso Cycling Expeditionso Mountain Terrain BikingWater Sportso Raftingo Sailingo Wind Surfingo Water Skiingo Scuba Diving

•Advertise in Trekking camps and clubs with pamphlets and hoardingsabout the various adventure activities organized by Indian Air Force

• Participate in career fairs such as AFAIRS which generate awareness about universities and careers.

• Advertise NDA (National Defence Academy), AFA (Air force Academy), Air Force Technical College etc.

• Hold Seminars in colleges and major universities in India, inspirational talks, movie sessions to inspire young minds

• Career counselling session will be held in all public and private schools in major cities. Interactive session with Airforce Officers.

CAREER EVENTS

AND

COUNSELLING

• Showing advertisement on tv shows like SatyamevJayate and Youth Channels like MTV, Channel V, AXN, Star Movies, especially on shows like Roadies, Fear Factor etc.

• Advertising on movie channels when movie such as Gaddar,Lakshya, Border etc.

TELEVISION

• Very High viewership as our target group is Urban Youth.

• Interactive social media on the net like Facebook and Twitter Where interaction goes multiple ways, bringing together officers, soldiers, their relatives, and potential new recruits in a rich discussion of the Army news and life in the service.

• Heroes account to be in videos

• Use Google Adsense to Advertise

INTERNET

Use Google Adsense to advertise on Career Related Searches.

Advertise Website through classy advertisements.

Public Relations

• Interesting stories and interview

• Invite media persons when organizing air shows, school trips to Museums, competitions etc.

• Have events at the Air Force Museum to attract youngsters, can result into blogging.

CONCLUSION

• With a planned advertising strategy, The Creative Monkey believes a 10 % rise in applicants can be expected.

• The expected increase in level of awareness is 40%

THANK YOU