Arvind Brands has launched a TV campaign for its premium brand U.S. Polo Assn. The commercial has been conceptualised by Lowe Lintas and Partners.
The spot features a father and his young son. The story is told from the point of view of the son, whose father is a polo player. The boy says that he finds weekends very exciting, as he gets to accompany his father to watch polo games. In the car enroute to the venue, he says that though his father plays against a new team every week, he always has a strategy on hand. The boy also fondly recollects the manner in which his father interacts with his horse. At the venue, he watches the match and cheers for his father’s team. He believes his father’s team is the best as it always wins. However, he remarks that after the match he always finds his father with the opponents. He realises then, that his father has ‘many opponents, but no enemies’.
Alok Dubey, CEO, Arvind Brands, said, “U.S. Polo Assn. is uniquely positioned in the lifestyle space as a premium brand with merchandise that appeals to a wide cross section of consumers across demographics. So far U.S. Polo Assn. has focussed its communication task to showcasing its unique product width and design strength through remarkably executed print campaigns while remaining rooted in the lifestyle/game of polo. The brand task moving forward is to sustain growth and profit momentum while supporting the category and distribution expansion.”
GV Krishnan, director - South, Lowe Lintas, said, “The brand 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.”
Rajesh Ramaswamy, ECD, Lowe Lintas, said, “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. Thankful to them for that.”
Client: Arvind Brands
Brand: U.S. Polo Assn.
Creative agency: Lowe Lintas and Partners
National creative director: Arun Iyer
Executive creative director: Rajesh Ramaswamy
Creative team: Ujjwal Kabra, Rexena Devraj, Adarsh Atal, Indrasish Mukherjee
Vice president (planning): Phalgun Tiruvasu
Brand planning director: Abigail Dias
Executive director (South): G V Krishnan
Senior vice president (servicing): Sudhir Rajasekharan
Senior brand services directors: Bhupender Agarwal, Pritish Wesley
Senior brand services manager: Arunava Sen
Brand services manager: Vishwanath R