ARMY

Reeta Gupta

Where Are Your Stories, Brand Indian Armed Forces?

Brands like the British Army's Special Air Services (SAS), the US Navy's Sea, Air and Land Teams (SEALs) and Israeli Shayetet13 have been built on stories. They are "dangerous". Their training is rigorous, with high dropout rates. It is all part of their folklore. The Indian military has not even taken baby steps to build its brand.