Yamaha is reinventing itself in the Indian market in 2008. Gone are the attempts to create products that the economy/commuting segment was used to. Instead, there’s a sharper focus on building the high-tech/performance bikes that true bikers had craved for. Dentsu Communications has created a new TVC for the Gladiator Type SS/ Type RS bikes.
When contacted, Shivanand Mohanty, Executive Creative Director, Dentsu Communications, said “Yamaha technology has its roots in racing. Yamaha bikes are designed to add greater control and precision to the three basics of biking – riding, cornering and braking.”
The proposition comes to life through the TVC, which shows a young man who can’t wait to get out of his office and on to his Yamaha Gladiator bike. Once on, the bike delivers a heady dose of true biking pleasure. In his mind, he is transported to a race circuit and the bike gives him all the authentic thrills of sport biking. Even a pretty girl can’t distract him from wanting more of the great riding experience. The commercial ends by urging the viewer to “Stop commuting. Start sport biking”.
“The brief we got from Yamaha was that in India, the larger volume segment in the motorcycle category is driven by commuter/utility values by various players. Yamaha would like to bring in ‘sporty riding excitement’ to this category. Armed with its racing DNA, Yamaha Gladiator Type SS/ Type RS bikes are the entry visa to the sport biking world,” Mohanty added.
He further said, “We wanted to capture the real essence of biking without resorting to gimmicks. For a sport biker, whether it’s getting your knee down on a corner or accelerating down a straight road, or braking precisely, the man-machine interaction is what makes the biking experience great and captures the pure biking excitement.”
Mohanty added, “The basic message that we are trying to convey is that Yamaha’s race-bred technology gives bikers an authentic sport biking experience, an experience no other bike in its category can match.”
The integrated campaign also includes print ads, point of sale material and in-shop displays, and events in key markets.