2024-25
DISHA Cell by Indian Air Force
The DISHA Cell is a critical outreach division of the Indian Air Force, responsible for increasing officer-level recruitment through awareness and engagement campaigns.
Project
Digital Marketing
Overview
With a primary focus on promoting the AFCAT examination and inspiring youth to join the IAF, the client was seeking a 360° marketing partner to lead both digital and offline campaigns across the country.®
This was EMB Global’s first government partnership - a landmark ₹1.5 Cr deal won through a rigorous multi-round selection process involving strategic planning, creative execution, and operational readiness.
Contribution
Strategic Closure & Team Onboarding
As part of the pre-closure phase, I conducted a thorough gap analysis of the IAF’s existing digital presence and identified untapped opportunities across Instagram, YouTube, and regional influencer networks. I then crafted a full-funnel marketing strategy focused on awareness, intent-building, and driving AFCAT exam registrations. To support this, I developed original pitch assets including patriotic and youth-driven campaign concepts, Instagram AR filters, reels strategy, and short-form video content that resonated deeply with the client. My creative direction played a key role in closing the deal.
Click here for the Immersive audio
Post-closure, I led the hiring and onboarding of a dedicated execution team, facilitated knowledge transfer sessions, and helped define the IAF-DISHA brand guidelines from scratch, ensuring clear tone, direction, and consistency across all communications.
Contribution
Bringing It to Life: Content, Coverage & Creative Leadership
I helped plan and shoot videos and photos at important IAF locations, like the Hindon Air Base, where I captured aircrafts, officer interviews, and training areas. I also covered big events like a movie screening with Akshay Kumar and Veer Pahariya at the NCC camp, along with seminars and awareness drives. I built a proper photo and video library for the DISHA cell to use across platforms.
Apart from that, I also designed billboards and offline creatives for key campaigns. Whenever the team faced creative issues or urgent deadlines, I stepped in to guide them, fix problems, and make sure the work stayed on track. I also helped the team in executing first-ever podcast by the Indian Air Force.
Result
Impact & Outcomes
Helped the DISHA Cell run awareness campaigns for AFCAT across India through both digital and offline efforts. Built a strong content strategy and visual style that the IAF can now use for future recruitment drives. This project also set a new standard at EMB for handling large government projects, building our credibility in the public sector.
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2024-25
DISHA Cell by Indian Air Force
The DISHA Cell is a critical outreach division of the Indian Air Force, responsible for increasing officer-level recruitment through awareness and engagement campaigns.
Project
Digital Marketing
Overview
With a primary focus on promoting the AFCAT examination and inspiring youth to join the IAF, the client was seeking a 360° marketing partner to lead both digital and offline campaigns across the country.®
This was EMB Global’s first government partnership - a landmark ₹1.5 Cr deal won through a rigorous multi-round selection process involving strategic planning, creative execution, and operational readiness.
Contribution
Strategic Closure & Team Onboarding
As part of the pre-closure phase, I conducted a thorough gap analysis of the IAF’s existing digital presence and identified untapped opportunities across Instagram, YouTube, and regional influencer networks. I then crafted a full-funnel marketing strategy focused on awareness, intent-building, and driving AFCAT exam registrations. To support this, I developed original pitch assets including patriotic and youth-driven campaign concepts, Instagram AR filters, reels strategy, and short-form video content that resonated deeply with the client. My creative direction played a key role in closing the deal.
Click here for the Immersive audio
Post-closure, I led the hiring and onboarding of a dedicated execution team, facilitated knowledge transfer sessions, and helped define the IAF-DISHA brand guidelines from scratch, ensuring clear tone, direction, and consistency across all communications.
Contribution
Bringing It to Life: Content, Coverage & Creative Leadership
I helped plan and shoot videos and photos at important IAF locations, like the Hindon Air Base, where I captured aircrafts, officer interviews, and training areas. I also covered big events like a movie screening with Akshay Kumar and Veer Pahariya at the NCC camp, along with seminars and awareness drives. I built a proper photo and video library for the DISHA cell to use across platforms.
Apart from that, I also designed billboards and offline creatives for key campaigns. Whenever the team faced creative issues or urgent deadlines, I stepped in to guide them, fix problems, and make sure the work stayed on track. I also helped the team in executing first-ever podcast by the Indian Air Force.
Result
Impact & Outcomes
Helped the DISHA Cell run awareness campaigns for AFCAT across India through both digital and offline efforts. Built a strong content strategy and visual style that the IAF can now use for future recruitment drives. This project also set a new standard at EMB for handling large government projects, building our credibility in the public sector.
More Works
©2024
CODE 2023: An event by EMB Global
code-newdelhi
Project
Event & Brand Marketing
EMB Brand Identity Revamp
emb-brand
Project
Branding
State of Technology 2024
emb-ebook
Project
Design
Brand work showcase
emb-clientele
Project
Design
Social Media Management
emb-social-media
Project
Social Media Management
3D Architectural Renders
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Project
Modeling & Rendering
UI/UX Design for EMB Global Website
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UI/UX & Development
Pitch Decks
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Design
2024-25
DISHA Cell by Indian Air Force
The DISHA Cell is a critical outreach division of the Indian Air Force, responsible for increasing officer-level recruitment through awareness and engagement campaigns.
Project
Digital Marketing
Overview
With a primary focus on promoting the AFCAT examination and inspiring youth to join the IAF, the client was seeking a 360° marketing partner to lead both digital and offline campaigns across the country.®
This was EMB Global’s first government partnership - a landmark ₹1.5 Cr deal won through a rigorous multi-round selection process involving strategic planning, creative execution, and operational readiness.
Contribution
Strategic Closure & Team Onboarding
As part of the pre-closure phase, I conducted a thorough gap analysis of the IAF’s existing digital presence and identified untapped opportunities across Instagram, YouTube, and regional influencer networks. I then crafted a full-funnel marketing strategy focused on awareness, intent-building, and driving AFCAT exam registrations. To support this, I developed original pitch assets including patriotic and youth-driven campaign concepts, Instagram AR filters, reels strategy, and short-form video content that resonated deeply with the client. My creative direction played a key role in closing the deal.
Click here for the Immersive audio
Post-closure, I led the hiring and onboarding of a dedicated execution team, facilitated knowledge transfer sessions, and helped define the IAF-DISHA brand guidelines from scratch, ensuring clear tone, direction, and consistency across all communications.
Contribution
Bringing It to Life: Content, Coverage & Creative Leadership
I helped plan and shoot videos and photos at important IAF locations, like the Hindon Air Base, where I captured aircrafts, officer interviews, and training areas. I also covered big events like a movie screening with Akshay Kumar and Veer Pahariya at the NCC camp, along with seminars and awareness drives. I built a proper photo and video library for the DISHA cell to use across platforms.
Apart from that, I also designed billboards and offline creatives for key campaigns. Whenever the team faced creative issues or urgent deadlines, I stepped in to guide them, fix problems, and make sure the work stayed on track. I also helped the team in executing first-ever podcast by the Indian Air Force.
Result
Impact & Outcomes
Helped the DISHA Cell run awareness campaigns for AFCAT across India through both digital and offline efforts. Built a strong content strategy and visual style that the IAF can now use for future recruitment drives. This project also set a new standard at EMB for handling large government projects, building our credibility in the public sector.
More Works
©2024
CODE 2023: An event by EMB Global
code-newdelhi
Project
EMB Brand Identity Revamp
emb-brand
Project
State of Technology 2024
emb-ebook
Project
Brand work showcase
emb-clientele
Project
Social Media Management
emb-social-media
Project
3D Architectural Renders
architectural-render
Project
UI/UX Design for EMB Global Website
emb-websites
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Pitch Decks
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