Yamaha ad campaign for World Cup leads by Yamaha SZ

India Yamaha Motor Pvt. Ltd. launched their first advertising campaign of the year 2011 devised around the upcoming Cricket World Cup.  The campaign revolves around the SZ series and the announcement of the launch of SZ R.  The marketing mix has been segregated across various media vehicles like Television, Print, Radio and Digital Space.

The TVC talks about the core competencies of the SZ series, the experience of an unencumbered ride on these machines of Yamaha. Going with the theme and fervor of the World Cup, the ad has light humour and Yamaha thought it was the best way to portray the efficiencies of the bikes. To enhance the advertisement and make it appealing, the song “Ruk Jaana Nahin” has been used as the background score. The campaign is a national level campaign catering to regional markets as well including south, west and east India. The target consumer is essentially 24 yrs & above from SEC A/B and preferably male.

The advertisement opens with a couple riding the Yamaha SZ R in a typical Indian traffic congested road. The girl riding pillion talks to John Abraham over the phone and tells him that they are meeting in another 20 minutes.  They sway through the traffic on their Yamaha SZ R with ease as all the other bikes on the road are animated into turtles which is an analogy of slow paced creatures. But when she arrives, it’s not her that John welcomes but the SZ R which grabs his eyes and a spontaneous ‘wow’ betrays his appreciation. He wraps up the act with the trademark ‘Yes Yamaha’ tagline with a voiceover heralding “stay ahead of kachuaas”, to all the proud owners of Yamaha SZ R.

The commercial throws light on the special features of the bike like the extra comfortable seat, its 153cc engine with extra power, the extra large fuel tank and its reasonable starting price range of just Rs.  49,500. The ad befittingly showcases the true experience of ‘Art of Engineering’, which lies at the heart of Yamaha’s creations.   

Yamaha wants to reap the benefits of the World Cup with an effective campaigning strategy. Rather than being a part of the clutter, Yamaha chose to be a part of the few, and took slots which gain maximum visibility across all media. On TV, the company has tied up with India TV where the Yamaha  YBR 110 campaign is being showcased and ZEE where the SZ R campaign is being featured taking the prime properties on World Cup. The entire campaign done in India TV is national while Zee TV is a mix   of regional and national telecast. Other than these channels, the campaigns are also a part of IBN 7, Bindass and Zing. 10 and 30 sec spots have being planned for the campaign.