Grey Group India want to attract men and women to a life-long career of bad-assery by showing how bad-ass cool it looks to drop into a swagger with a dragging parachute, deploy bridges where there are no roads, and how tiny adjustments steer really big guns. They have succeeded in capturing that "be all you can be" feeling, an army of self-development and challenges (fun ones), with great perks for your family, rather than a patriotic call to duty.

"No other organization in India provides the canvas of engineering, technology, work-life balance, sustained care and the unique ability of serving the Nation," according to Nirvik Singh, Asia-Pacific chairman and CEO of Grey Group.

Agency: Grey Group India Title of Campaign: Indian Army - Launch Client: Indian Army

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.