The agency won the account after a multi-agency pitch process, which began earlier this year, in Delhi.
Under the mandate, the agency will be responsible for a comprehensive communication of the Indian Army, with the objective of making Indian army a viable, young, contemporary profession for youngsters to look at.
Citizen Dentsu was chosen as a partner based on its expertise in creating relevant hard hitting campaigns with a differentiated creative solutions approach.
This is Indian army's fifth campaign phase over the last 10-12 years. Interestingly, Singh was part of the first campaign that the Army launched, which was handled by JWT at the time. The Indian Army has a substantial budget to spend on mainstream media, although it does carry out a lot of on-ground activities.
On the new business win, Rohit Ohri, executive chairman, Dentsu India Group, says, "We have set up Citizen Dentsu with a vision to help trigger positive social change through integrated communications. It's a matter of great pride for Citizen Dentsu to be appointed as communication partner to the Indian Army. Cutting edge technologies will underpin our integrated communication approach for the Indian Army campaign."
Arijit Ray, CEO, Dentsu Communications, adds that this is the first big win for Citizen Dentsu, this year.
Rajendra Singh, senior vice president and head, Citizen Dentsu, says, "Here's a true example of working on a cause that one truly admires and respects. No soft stuff here. Apart from the pleasure of dealing with real gentlemen officers as clients, it's a matter of honour to contribute towards strengthening the security and defence of the country. The team is super excited." He adds that the whole idea of the campaign is to recruit quality officers to the Indian Army.