MAM
US Polo launches campaign for kids category
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.”
Brands
Burda Media sells BurdaLuxury to Jaipur Capital in Southeast Asia push
Deal hands regional media portfolio to Singapore investor eyeing luxury growth
MUMBAI: Burda Media has agreed to sell its Southeast Asia-focused business, BurdaLuxury, to Jaipur Capital, marking a strategic shift for both companies as they double down on their respective growth priorities.
The deal will see Jaipur Capital acquire BurdaLuxury’s media operations across Thailand, India, Singapore, Malaysia and Hong Kong. The portfolio spans content marketing and media brands in travel, luxury and aviation, giving the investor a ready-made regional footprint and a sizeable audience base.
Jaipur Capital plans to build on this foundation to create a premium media network in Southeast Asia, blending high-end editorial with scalable digital platforms. As part of the transaction, all BurdaLuxury employees, including its management team, will move to the new owner, ensuring continuity as the business enters its next phase.
For Burda Media, the sale is part of a broader strategy to sharpen its focus on core European markets while scaling investments in digital-first opportunities. The company will, however, maintain its interest in the region through Burda Principal Investments, its global growth capital arm.
“This transaction reflects our commitment to sharpening our international focus while ensuring that BurdaLuxury continues to thrive in Southeast Asia,” said Burda Media CEO Jan Wachtel, adding that Jaipur Capital recognises the strength of the brands and teams involved.
Jaipur Capital, meanwhile, is betting big on the region’s appetite for premium content. “This acquisition significantly strengthens our premium content ecosystem,” said Jaipur Capital director Vikas Johari. He highlighted the business’s strong digital tilt, with 46 per cent of revenues coming from online channels, alongside a diversified presence across five markets.
The numbers tell a compelling story. BurdaLuxury clocks 48 million annual page views and reaches more than 40 million followers on social media, with no single market contributing over a quarter of total revenues. Jaipur Capital now aims to expand these brands further into Indonesia, Vietnam and the Philippines, while also exploring opportunities in the Middle East, including the UAE and Saudi Arabia.
With this deal, Burda Media trims its global footprint to focus on depth over breadth, while Jaipur Capital steps onto a bigger stage in the premium content space. If execution matches ambition, this could be a defining chapter for luxury media in the region.
