India Yamaha Motor has come up with a unique initiative to attract its niche target audience of young urban women for its new scooter, Ray.
The company has come up with a nine-day campaign to promote Ray during the festive season. The campaign was flagged off on November 1, 2012 from the India Yamaha Motor office by Jun Nakata, Director, Sales & Marketing, India Yamaha Motor and Roy Kurian, National Business Head, India Yamaha Motor. The campaign aims to give a new definition to driving the new scooter by reinstating the campaign message: ‘Life is an Adventure’.
The campaign, which started with a group of six girls forming a cavalcade of scooters with six Rays, will travel through various locations in New Delhi. The cavalcade of scooters will start from a particular dealership at one point in the city, travel through the city for the entire day and culminate at another dealership at the end of the day. The cavalcade of scooters in turn will cross and halt at key junctions like markets, colleges and schools to create buzz.
Speaking at the initiative, Roy Kurian said, “We launched the Ray in India due to the huge demand that this segment was witnessing in the country, with college students and young working women showing increased affinity to purchasing light weight and highly efficient scooters. Through this campaign we are trying to enthuse further excitement amongst our target audience. The campaign will showcase the spirit of adventure that is associated with the Ray and which it promises to deliver to its customers.”