Indian Coast Guard asserts its dominance at sea in new campaign

The Indian Coast Guard has launched a campaign that encourages challenging candidates to be a part of the Coast Guard family. Conceptualised and executed by Grey Group India for the Indian Coast Guard, ‘A Different Challenge Everyday’ talks to the aspirations of today’s youth. It showcases the varied opportunities that this multi-mission organisation has to offer to the youth, who are in search of a job that isn’t mundane. 

“From assisting fisherman and saving human lives, to guarding our countrymen and preserving marine biodiversity. The campaign aims to invite individuals who are ready to take up a new challenge at work, every day of the year,” said Varun Goswami, Executive Creative Director, Grey Group India. 

Ketan Desai, President - North, Grey Group India, elaborated, “On our visit to the Indian Coast Guard organisation, we met the officers and men of the Coast Guard team who are the ultimate heroes fighting sea challenges in the right spirit every single day. Capturing this notion in mind, we intended to create this campaign that beautifully captures the significance of the Indian Coast Guard services to the nation and exhibiting its prowess in maritime affairs.” 

Shot in multiple locations, over a 15-day schedule, the campaign includes a 5-minute short film and 30-second TVC. While the former is aimed at showcasing the strength and capabilities of the Indian Coast Guard to other similar forces around the world, the television commercial is part of the recruitment drive. 

Campaign credits:

Creative Team: Arjun Bhimwal, Zishan Mohammed, Gautam Bhasin, Varun Goswami

Account Management: Ketan Desai, Pulak Bhattacharya

Grey Works - Agency Producer: Samir Chadha

Production House: Asylum Films

Director: Aiman Ali

Producer: Bhavna Singh, Vidya Muraleedharan