Polaris, one of the top ATV vehicle makers around the world which made its debut in India in August this year has released a nationwide campaign recently. The campaign showcases Polaris’s new range of vehicles launched in India meant to be taken for a long drive – ‘off roads’. The TVC majorly focuses on showing the range of products now available in the Indian markets and their flawless performance on various terrains.
Speaking on the idea behind the new campaign, Pankaj Dubey, Managing Director, Polaris India Pvt. Ltd. said, “Our main objective was to establish that the Number 1 off road vehicle around the world is now here in India. It was important for us to show the applications of the vehicle in various usage patterns as we want to communicate that is difficult terrains, of there is a way out – it is Polaris. Be it terrain or sand, mountain or snow – you can use Polaris vehicle. Our products find application in Mining Industry, Agriculture, Defence, Police and in coastal areas, no vehicle can actually drive as smoothly as Polaris in these kind of areas, so it was necessary to show the performance of the product.”
Apart from the TVC, the marketing activities of Polaris are heavily focused on the on-ground initiatives. The launch of the products has happened across 5 cities like Jaipur, Ahmedabad, Noida, Chennai and cities like Bangalore, Jammu and Calcutta would soon be able to feel the rush of the machines. The launch activities everywhere have been accompanied by free rides for consumers and delegates. Speaking about the marketing plans, Pankaj said, “In our product category, experiential marketing is the key. All our launches and Press Meets have been followed by a ride of our product Digital marketing is also an integral part of the campaign.”
Though Dubey refused to comment on the total spends, the budget has been distributed amongst BTL (60%), ATL (15%) and Digital (25%). News channels are an integral part of the media mix. The campaign will run until January 2012. The brand is also associating itself with sporting events like India-West Indies Cricket series in order to reach out to a larger TG. Polaris also has great plans for the upcoming Auto Expo and aims at showcasing all their products at the automobile extravaganza.
Future Uday Communications, Polaris AOR, has worked on the campaign. Speaking on the main objective behind the campaign and its execution, Arun Kapur, Founder, Future Uday Communications said, “Being a multi utility product, showing the end use of it was very critical to communication. We are presenting Off Road vehicles which perform everywhere else than the road. To highlight multi use part was crucial to the campaign. Polaris is World’s Number 1 off road vehicle and we are declaring that you can now find it in India too.”