Adgully Exclusive | Taking kids for a ride: Polaris India's Pankaj Dubey

To promote their off-road vehicles, Polaris came up with an interesting camping targeting the age group of 6-12 years. Polaris's off-the-road vehicles, Sportsman 90 and RZR 170 are positioned for kids who could use these products at their farm houses, gardens, outdoor and off-road venues. The campaign, created by Future Uday Communications, is based on the insight of a Bully Character which is often found in every school in that age group and is seen dominating his surroundings in an attempt to show his strength.

While chatting exclusively with Adgully, Pankaj Dubey, Managing Director, Polaris India and Arun Kapur, Managing Director, Future Uday Communications shared few insights about the campaign.

Commenting on the campaign, Pankaj Dubey said, "To capture the untapped category of vehicles for youth above 6 years, we have launched a campaign for Sportsman 90 and RZR 170 for driving around in farmhouses, gardens, outdoor and off-road places. The vehicles do not require a license to be driven. Our products are simple, automatic and exciting. We wanted a communication that could reach out to our Target group and create an impact. Currently, there is no vehicle that caters to this TG."

Explaining the brief given by the client, Arun Kapur says, "The brief was given to as use the insight of a Bully Character which is often found in every school in that age group. Normally a bully in a school is seen dominating his surroundings in an attempt to show his strength." This route was followed to touch the hearts of the TG.

Dubey says, "Our brief was to talk to kids above 6 years of age and create a situation which would initiate the cause beyond. The ad created by the agency meets the brief."

Accordingly the commercial idea worked out show cases the bully snatching lunch from the Tiffin of other kids, this act is noticed by the Polaris Gang who decides to teach the bully a lesson. The Polaris Gang offers the bully a free ride and takes him for a spin speeding through the bumpy terrains. The bully can't handle the spin and puts his hands up conceding defeat. The film ends in the bully apologizing followed by a chorus by all the kids who are now happy: "Polaris lao, farm house mein chalao".

Though as per their company policy they cannot share the marketing spends but still Dubey told us that In the first phase, the TVC will be broadcast on Pogo and Cartoon Network, as these are the channels which are most viewed by their Target audience. Dubey also said that they are also engaging in the experiential marketing, wherein they are also planning to give free rides across the country.

When asked how difficult or easy was it to crack the brief and hence the execution, Kapur told us that 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 commercial has been executed by:-

· Agency - Future Uday Communications Pvt. Ltd

· Production House - Oye Media Solutions Pvt.Ltd

· Media Agency - Oye Media Solutions Pvt.Ltd