The 30-second TVC has been created by Future Uday for the off-the-road vehicles, Sportsman 90 and RZR 170, targeted at below 18 years
Ananya Saha | Delhi | March 5, 2012
To capture the untapped category of vehicles for 6-12-year-olds, Polaris has launched a campaign for its Sportsman 90 and RZR 170 for driving around in farmhouses, gardens, outdoor and offroad places. The vehicles do not need licence to be driven. The campaign has been created by Future Uday Communications.
Pankaj Dubey, MD, Polaris India, said, “Our products are simple, automatic and exciting. We wanted a communication that could reach out to our TG and create an impact. Currently, there is no vehicle that caters to this TG.”
Arun Kapur, MD, Future Uday Communications, said, “The challenge was to bring the product naturally into the situation and yet have enough entertaining value. The situation has enough humour and should connect well with the target group.”
The agency has used the insight of a ‘bully’ who is often found in every school in that age group. Accordingly, the commercial was based on the idea of a bully snatching lunch from other kids. This act is noticed by the ‘Polaris Gang’ which then decided to teach the bully a lesson. The Polaris Gang offers the bully a free ride and takes him for a spin, speeding through bumpy terrain. The bully can’t handle the spin and puts his hands up conceding defeat. The film ends with the bully apologising followed by a chorus by all the kids who say ‘Polaris lao, farmhouse mein chalao’.
The TVC will be broadcast on Pogo and Cartoon Network channels to connect with the TG. “We will look at other channels after seeing the response,” said Dubey. Polaris is also looking at experiential marketing.
Selling at Rs 3-5 lakh, the Polaris vehicles are available across country.
Director: Neeraj Tyagi
Agency: Future Uday Communications
Production house: Oye Media Solutions
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