Yamaha associates with Miss Diva 2014

Yamaha Motor India Sales, today, announced its association with the Yamaha Fascino Miss Diva 2014. The coveted beauty pageant will facilitate Yamaha to strengthen its brand equity especially among its style conscious female audience. Yamaha firmly believes that the quintessential young indian women stands for independence, strength, intelligence, ambition and she has it all in her to achieve all that she desires; the attributes that this beauty pageant celebrates amoungst its participants.

Miss Diva was launched last year as a franchise for Miss Universe. With the national auditions at various cities starting from 31st July’14, Miss Diva 2014 will strive to identify the Divas who will be a perfect personification of beauty and intelligence. The winner of Miss Diva 2014 will represent India at Miss Universe 2014 with aplomb and confidence. Miss Universe is an annual international beauty contest that is run by the Miss Universe Organization and along with the Miss Earth and Miss World contests, Miss Universe is one of the three largest beauty pageants in the world. Miss Diva will search for girls who have the attitude, the oomph and the smarts, and who believe they can bring India international glory at Miss Universe 2014.

Speaking on the occasion, Mr. Roy Kurian, Vice President, Yamaha Motor India Sales Pvt. Ltd said, “We are proud to be the title sponsor of the Miss Diva 2014. As a youthful brand, we want to fascinate and bring further excitement to our young female audience with a concept called ‘Fascino’. Indian girls are going beyond the conventional boundaries and are setting new standards. With this in mind, we at Yamaha, want to support, encourage and give them a more fulfilling life with our products & services so that they feel charmed about our brand and fascinated indeed.”

The company had earlier launched the RAY scooter keeping in mind the huge demand for scooters coming especially from young working women and female students. Furthermore, the company dealerships cooperated in a campaign to make motorcycle shops an easier place for women to enter by adding new facilities like exclusive lounge areas and washrooms for women. Female staff at dealerships was another feat to make the women customers feel more comfortable. Thanks to efforts like these, the Ray was a huge success among the female audience in India. The company is thus certain that this new association with Miss Diva 2014 will further enhance Yamaha’s brand equity among its female customers.