Ads for Polaris Off-Road Vehicles

The Ads that i made for Polaris Off-Road Vehicles. . .

Advertisement 1:

Summary: The message – “Why wait till the road is constructed”, would communicate to the consumer that it is not an on-road vehicle and that with the help of a Polaris vehicle one can easily travel over hilly terrain. The image of the vehicle along with the tagline “World’s No-1 Off-Road vehicle” will answer that. Advertisement 2:

Summary: Here I have considered a real time scenario where a person who has to attend an interview is stuck up in the traffic jam. The message – “traffic jam can only happen on roads”, would make the consumer think for an alternative means of transport. The image of the vehicle along with the tagline “World’s No-1 Off-Road vehicle” will answer that. Advertisement 3:

Summary: Here the tagline “The Unbeatable over any terrain . .”communicates that Polaris vehicles do not have any constraints as they can travel across any terrain. Further, they are so stylish, powerful and unbeatable that people just can’t stop staring till the vehicle goes away. . . (The is communicated through the tagline – “dekthe reh jaooge”.)

What should the brand communication strategy be?

A Brand is a set of perceptions and images that represent a company, product or service. It is the essence or promise of what will be delivered or experienced.  Brand Awareness occurs when a brand is not only on the top-of-mind to consumers, but also has “distinctive qualities that stick out to consumers”. So while promoting a brand, it is very important to communicate these distinctive qualities/features that would create an impression in the consumers' mind about the brand. Polaris as a brand is new to the Indian market as it was launched in the year 2011. Most of the people are not aware of the brand and also the off-road automobile market is in a nascent stage in India. So the Brand Communication strategy should be in such a way that a person who has come across Polaris for the first time should never forget it and should be able to recall the brand.

Communication strategy

Let us first see as to how the Polaris vehicles are different from other vehicles in India? They are Off-Road Vehicles Driving a Polaris is an Experience in itself There is no age limit for someone to drive a Polaris vehicle So the Communicating Strategy to the consumers, The message should clearly define what Polaris brand is all about. The initial communication should have a neutral message – because if too much emphasis is given to the product as an “Experience” there is a high chance of consumers considering it as a Risk.

- Karthik Juvvala