U.S.Polo Assn, the true sport spirit campaign

The true sport - The spirit displayed in the sport of polo is the genuine spirit that people (who subscribe to U.S. POLO ASSN.) live their lives with and pass on from one generation to another.
Seen through the eyes of a young kid, the film follows a narrative format to bring alive the respect and adulation the son has for his father who is an avid polo player.

The story begins on a weekend when the entire family is getting ready to go and watch a game of polo. The boy is most excited as this is the day he always waits for. He loves going to the polo ground with his father and watch him play. He is extremely interested in the sport and his father keeps his interest fuelled by giving him nuggets of information about the game, his team’s strategy for the match at hand.

In his mind his father is a hero both on and off the field who teaches him valuable lessons not only about the game, but also lessons in life through the game. GV Krishnan (director (south) Lowe Lintas India Pvt. Ltd. said, “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 by and for the Indian consumers, and are confident it will do well.”

Rajesh Ramaswamy - ECD, Lowe Lintas, Bangalore 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 recognized the idea instinctively and bought the first script we presented. Thankful to them for that. And Ravi Udyawar has made this one with his heart. And it shows. Loved the experience”.

Alok Dubey, ceo, Arvind lifestyle brands Ltd. said, “U.S. POLO ASSN. brand 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 and the communication task therefore was to integrate two distinct yet large consuming segments ( very important for the brand ) into one umbrella communication concept, one which raises the brands 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.”

Credits

Production:
Production House: RU Films
Director: Ravi Udyavar

Agency:

Creative:

Arun Iyer – National Creative Director
Rajesh Ramaswamy – Executive Creative Director
Ujjwal Kabra - Unit Creative Director
Rexena Devraj - Unit Creative Director
Adarsh Atal – Creative
Indrasish Mukherjee - Creative

Planning:

Phalgun Tiruvasu - Vice President/Planning 
Abigail Dias - Brand Planning Director 

Business:

G V Krishnan - Executive Director, South
Sudhir Rajasekharan - Senior Vice President, Servicing
Bhupender Agarwal – Senior Brand Services Director
Pritish Wesley – Senior Brand Services Director
Arunava Sen – Senior Brand Services Manager
Vishwanath R. – Brand Services Manager