POLO CUP INDIA

TitlePOLO CUP INDIA
BrandVOLKSWAGEN
Product / ServiceRACE POLO
CategoryD01. Event & Field Marketing
EntrantGROUPM Mumbai, INDIA
Entrant Company:GROUPM Mumbai, INDIA
DM/Advertising Agency:GROUPM Mumbai, INDIA

Credits

Credits

Name Company Position
Ashwini Kamat Mediacom Client Leader
Deepa Jatkar Mediacom Client Partner
Yogesh Pawar Mediacom Business Director
Deepak Jayaram Groupm - Dialect National Director
John Xavier Groupm - Dialect Group Head
Soumik Sarkar Groupm - Dialect Business Director
Hardik Sangvi Groupm - Dialect Asst Manager
Hanif Shaikh Groupm - Dialect Asst. Manager Ops
Sham Gore Groupm - Dialect Manager Ops
Sunil Suvarna Groupm - Dialect Group Head Ops

The Brief

Motorsports in India dates back to the 1970's with the effort to establish the MC Dowells Grand Prix. Indian motor sport scenario changed in 1980 with the establishment of the Himalaya Car Rally and in the last seven years with Karthikeyan, Hari Singh and Karun Chandhok making a global mark in the field of motor sports. Our task was to simply invigorate the passion of auto racing among young budding drivers of India by building a racing event platform to step into the world of professional motor racing. Provide training, technical knowledge and infrastructure for motorsports in India.

Creative Execution

Event not only establishes the name of motor giants Volkswagen in India but also raise the bar of competitiveness for motorsports in India. Polo Cup series offered fresh talent consisting of twenty drivers a chance to compete against each other for an entire season. Over 1,100 motor sports enthusiasts from across the country registered to compete in the Polo Cup 2010 and become a part of Indian motor sport history. After a strict selection process 20 young talents were chosen to form the starting grid in the first race. Polo Cup marks the beginning of a racing culture in India.

Describe the creative solution to the brief/objective.

We brought the already successful motorsport format of Volkswagen Polo Cup to India. Where young drivers could enter professional racing with a unique talent promotion system coupled with a grand stage to demonstrate their skills. This was the first career step for budding car youngsters to train, practice and experience racing like never before. Ingredients for the event included consumer activation to invite drivers, data logging and analysis to choose candidates, coaching program, media training, a fitness camp and a pre-season basic training course where young racers work on fine-tuning their skills for the Polo Cup.

Results

1,100 driver enrollments in the first ten days of announcement 15,000 racing fans attended the first leg of the event Event attracted ten leading sponsors Live on National TV Campaign received PR and media coverage totaling more than US$ in 15million in free media