Campaign Launch
Consumer data intelligence company Axis My India launched its digital campaign, ‘Mission India’, with the objective of inspiring and engaging young talent to join its larger purpose of improving the lives of 25 crore households across India. The campaign was designed to drive talent acquisition through a powerful, purpose-led narrative.
Target Audience
The campaign targeted top postgraduate and graduate candidates from institutions such as IITs, NITs and IIMs, across domains including technology, analytics, research, marketing and operations.
Creative Thought
Conceptualised by Scarecrow, the campaign moved away from conventional recruitment advertising. Scarecrow crafted the launch film using storytelling as its core device, positioning the Axis My India employee as a nation-builder, akin to a soldier answering the call of duty. The idea was to elevate a career choice into a larger commitment towards building India.
The Launch Film
Directed by Nisha Ramakrishnan and produced by GAP Entertainment, the film portrayed the journey of an ordinary man driven by an extraordinary sense of purpose. Seamlessly transitioning from corporate boardrooms to rural landscapes, the protagonist embodied the duality of modern nation-building, data-driven professionalism and grassroots connection.
Narrative & Messaging
The film wove in a compelling voiceover that called upon 5,000 Indians to ‘report for duty, when India calls’, reinforcing the campaign’s mission-led ethos and sense of collective responsibility.
Leadership Perspective
Pradeep Gupta, Chairman and MD, Axis My India, stated that the campaign reflected the organisation’s commitment to nurturing an evolving culture and contributing meaningfully to the nation’s growth. He emphasised the search for like-minded individuals driven by a purpose larger than themselves, aligned with the spirit of ‘Mission India’.
Agency Viewpoint
The intent was to build an army of hardworking, patriotic nation-builders. By portraying the protagonist as someone who stepped away from comfort and security to pursue a larger dream of nation-building, the film sought to attract candidates who resonated with Axis My India’s values.
Media Deployment
The campaign went live across Axis My India’s social media platforms, including YouTube, Facebook, LinkedIn and Twitter, amplifying its reach among young, purpose-driven professionals.