We defied tradition to get India talking.

For the first time, India’s national newspaper, ‘The Times of India’ appeared with a hole ! A POLO-shaped hole that 6.8m readers woke up to & couldn’t stop talking about.While competition advertised 30sec, we created innovative ways to show Polo’s features & get consumers to experience them. The first auto-reality shows ‘POLO MTV Ultimate Drive’ where 16 contestants were shortlisted from over 50,000 to participate in a gruelling 6 week show.We launched moto-racing in India with the “Race POLO Cup” where 16 amateur drivers were selected & trained to race in 6 Polo races across 3 race tracks. Live telecast on a national sports channel got 1.6mn Indians hooked to the first race season.A test-drive with a difference! Potential customers were invited to see & partner world stunt drivers as they demonstrated stunt driving with the POLO across 19 cities.To get our frequent flyers & men-about-town, we created innovative Bluetooth downloads at airports & 3D billboards.

The newspaper with a hole made POLO the Hottest word on Google Search (Source: Google Hot Trends, Mar8, 2010)Awareness increased 77% (Source: .....).30% of annual sales target was achieved in the launch month (Source: VW).It was the 4th ‘Most Buzziest Brand’ in India after Facebook, Google, and Vodafone (Source: Agency Faqs).