Marketing the Army

'But as any marketing professional will concede, a product can be packaged and advertised through skilful and innovative marketing only up to a point. If the product is inherently inadequate, mere marketing acumen will not suffice. The country faces a major and complex challenge by way of its national security matrix.

The spectrum of military challenges from the macro (nuclear weapons, missiles and satellites) to contested territoriality to the micro–low intensity conflict, internal security and terrorism–will become more demanding. The brunt of the operational load is carried by the ubiquitous ‘young officer’ – whether in Kargil or internal security and counter-terrorism.'

- C Uday Bhaskar, Defence Analyst; 'Attracting Talent: Indian Army has a marketing problem'