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US Polo launches campaign for kids category

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MUMBAI: US Polo Assn has launched its new TVC that aims to highlight one of its true elements — camaraderie. Camaraderie is typically displayed between players, but the brand shows a special bond between a boy and his polo pony.

The TVC opens with a young boy, who is thrilled to be introduced to his Polo pony on the first day of his training. It captures the essence of the journey of this young boy from the first day of his training to his first official game. Over time, he develops a unique bond with his Polo pony, based on respect and endearment.

The film that lasts for about 75 seconds will be showcased on TV, YouTube and other social media channels and has been conceptualised collaboratively by Lowe Lintas and US Polo Assn with the intent to create brand presence and instil right values of the game in young polo enthusiasts.

Arvind Lifestyle Brands CEO Alok Dubey says, “We believe in starting young! This first kid’s television commercial reinforces the brand thought of ‘Start Young’ which appeals to the veracious side of both kids and parents. Not only does the bond between the boy and his pony weave brand principles of camaraderie, dedication and compassion but also creates an inspiring watch for the audience thereby increasing brand awareness and carving a niche in a market of many players.”

Lowe Lintas executive director Rajesh Ramaswamy mentions, “The bond between a player and the horse is extremely special. In this commercial, we extend the genuine spirit of polo to US Polo Assn Kids by showing the journey of a young polo player. And the lessons he learns that are beyond just the game.”

Lowe Lintas president Hari Krishnan adds, “US Polo Assn has created an entirely different category within fashion in India and has always been based on the true spirit of Polo, celebrating the camaraderie, traditions and lifestyle surrounding the game. This particular campaign takes forward the same tradition and camaraderie in the context of a junior polo player and the special bond he shares with his teammate-his horse.”

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