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Polaris TVC unveils the off-roader category

Conceptualised by Futureuday Communications, the aim of the commercial is to establish the uniqueness of these kinds of vehicles

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Polaris TVC unveils the off-roader category

Polaris TVC unveils the off-roader category

Conceptualised by Futureuday Communications, the aim of the commercial is to establish the uniqueness of these kinds of vehicles

Neha Saraiya | Delhi | November 30, 2011

publive-imagePolaris India, which entered the Indian market in August this year, has launched its first commercial. The 45-seconds TVC, created by Futureuday Communications, seeks to position Polaris as an off-road vehicle with a world leader lineage. The tagline aptly sums up the brand image -- 'World's No. 1 Off-Road Vehicle, now in India'.

Speaking about the campaign, Pankaj Dubey, Managing Director, Polaris India, said, “To launch brand Polaris in India, we needed to meet a host of needs like off-road adventure, forest patrolling, mining, farming, defence and police, and snow sporting. We also needed to announce to Indian customers that after making riding experiences across the world, we are finally in India.”

Arun Kapur, MD, Futureuday Communications, commented, “It is important to put in perspective that a new category vehicle has rolled into India for the first time, and demonstrating the vehicle's concept and capability became the most important communication objective. Therefore, our effort was to present Polaris in all its glory taking on all kinds of terrain like snow, desert, mountains, muddy trails, forests, lakes, border areas and any possible terrain that normal vehicles would find impossible to access.”

Besides the TVC, the company will be investing heavily in experiential marketing by providing the product experience to customers. It has already appointed ten dealers across the country to support the campaign.

The US-based manufacturer is currently in the first phase of the launch of its off-road vehicles including Polaris ATV, Polaris Ranger RZR Side-by-Side vehicles, and Snowmobiles.

The below-the-line agency for the brand is Cheil Worldwide.

Credits:

Agency: Futureuday Communications

Creative team: Chanchal Gangadharan and Sudhir Shrivastava

Servicing team: Arun Kapur, Prateek Sonthalia and Abhishekh kumar

Neha@BestMediaInfo.com

Info@BestMediaInfo.com

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