U.S. Polo Assn. shows how it's about the true spirit of the game

Lowe Lintas creates the brand's very first film to be produced in India and salutes the genuine sportsman

BestMediaInfo Bureau | Mumbai | July 9, 2014

Click on the image to watch the TVC.

U.S. Polo Assn. has always been seen as a classy international brand. The nice surprise coming from them this time is a new campaign which has very humane values at its core. Created by Lowe Lintas, the campaign tries to portray the true spirit of sports, bringing out what it means to be a genuine sports lover. It talks of people passing on true character-building traits from one generation to another.

Alok Dubey, CEO, Arvind Lifestyle Brands, said, “U.S. Polo Assn. with merchandise that appeals to a wide cross-section of consumers across demographics. So far the brand has focused its communication task to showcasing its unique product width and design strength through remarkably executed print campaigns while remaining rooted in the game of polo. The brand task moving forward is to sustain growth and profit momentum while supporting the category and distribution expansion. The communication task therefore was to integrate two distinct yet large consuming segments into one umbrella communication concept, one which raises the brand's unique positioning from a rational lifestyle showcase to an emotionally engaging brand story that emerges out of a strong camaraderie between a father and son and amplifies the Genuine Spirit of Polo.”

The 60-second TVC opens with a young boy who recounts how excited he was when one day his father took him for a polo match. He remembers the match, which is exciting and wonderful, and even better, his father's team won. The boy then recounts how after the match he went to look for his father, and found him spending time with the rival team. The boy then realises that his father, the true sportsman, may have many opponents but not a single enemy. The campaign ends with the brand philosophy being repeated: 'The genuine spirit of Polo'.

GV Krishnan, Director - South, Lowe Lintas, explained, “Brand U.S. Polo Assn. is inspired by and celebrates the traditions and lifestyle surrounding the game of polo. Our task was to create an idea and campaign which captures authenticity, camaraderie, passion and competitiveness – the pillars of the brand. 'True Sport' was our idea and we felt it worked since it describes both the game and the personality of the brand. The execution brought this alive through a father-son story played out in the context of the game. We're thrilled to have been roped in to execute the brand's very first film to be produced in India and for Indian consumers, and are confident it will do well.”

“The opportunity we had creatively was to present an emotional story despite it being an international fashion brand. That is rare. And presenting the lessons you learn from a sport as genuine as polo was also a new thing for any brand associated with sport. The client recognised the idea instinctively and bought the first script we presented. And Ravi Udyawar has made this one with his heart. Loved the experience,” commented Rajesh Ramaswamy, ECD, Lowe Lintas, Bangalore.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Lowe Lintas

National Creative Director: Arun Iyer

Creative team: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Rexena Devraj, Adarsh Atal

Planning: Phalgun Tiruvasu, Abigail Dias

Business: GV Krishnan, Sudhir Rajasekharan, Bhupender Agarwal, Pritish Wesley, Arunava Sen, Vishwanath R

Production House: RU Films

Director: Ravi Udyavar

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