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Kinetic Motor Co rides in ‘Flyte’ for the woman achiever; plans aggressive media campaign

29-December-2007
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Kinetic Motor Co rides in ‘Flyte’ for the woman achiever; plans aggressive media campaign

Women on the go have another option to move around town in style – Kinetic Motor Company’s new 125cc advanced scooter ‘Flyte’. The company has lined up an extensive 360-degree national media campaign for ‘Flyte’ featuring brand ambassador Bipasha Basu. Publicis Ambience is the creative agency behind the campaign.

Speaking at the launch, Sulajja Firodia Motwani, Managing Director, Kinetic Motor Company, said, “It is a great feeling to present the ‘Flyte’ to India’s new generation women who are looking for a set of wheels as cool as themselves. Our research indicated that today’s smart and confident young women are impressive, and I think they will find the ‘Flyte’ to be their perfect companion on their path to achievement.”

Motwani explained that the product was targetted at women in the 16-25 age group. To appeal to this segment, Kinetic plans to use a 360-degree promotional campaign that features Bipasha Basu as today’s confident and independent woman achiever. The marketing campaign has been broken into three phases centred around awareness, trial and building the brand on sales.

The promotional campaign will use several platforms, including television commercials, print, Internet, outdoor hoardings, contests and a special demonstrative audio-visual that would be played in all Kinetic dealerships. The campaign’s positioning of ‘Don’t Ride a Compromise, Ride the Change’ denotes advancement in technology in ‘Flyte’ and also the new Indian woman’s desire to upgrade her lifestyle and opt for products of her choice. Radio Mirchi is the radio partner for the brand.

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