BANGALORE: Off Road Vehicle (ORV) Polaris Industries‘ Indian subsidiary Polaris India (PIPL) is eyeing a turnover of $100 million by 2016 with a major push through BTL activities and presence in high visibility events. The ORV major is targeting the upper middle and rich class in the country.

"We will use cricket, as well some print and be present in auto magazines, but the main activities will be experiential - and through event such as the recent India West Indies series where we were present at a number of prominent places. We are also looking at events such motor sports, where we will be quite actively present. We will be visible at places such as malls, sports events etc," said PIPL managing director Pankaj Dubey while speaking with Indiantelevision.com.

"A lot of Indians go abroad to experience rides on Polaris vehicles. We plan to make our ORV rides as one of the tourist attractions and are speaking with the tourism authorities in India. The specialised automobile market is at a nascent stage in India. Our principal aim is to sensitise the consumers and create a new market for the possible options available in recreational vehicles such as ATVs, Ranger, RZR Side-by-Side vehicles and snowmobiles and to generate more interest in these activities. We will focus on the utility application of our vehicles in areas of construction, mining, farming, forest, coastal patrolling and beach rescue, military, police and para military forces," Dubey further added.

He said that the company has five dealerships in the country now and plan to increase this number to 10 by March 2012. By the end of 2012, it plans to have about 25 dealers in the country.

Delhi based Future Uday looks after the creative duties and Group M is the media buying agency of Polaris.