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YOSmart bike TVC hits road to freedom for housewives

19-May-2007
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YOSmart bike TVC hits road to freedom for housewives

Canvas Communications, the sister concern of Mudra, has launched a new TVC on YOSmart. YOSmart is the new electric bike from the Yobyke group. Indus, a division of Ahmedabad-based Electrotherm India Ltd, launched the ‘no petrol’ YObyke in 2006 in Gujarat targetting housewives.

YObyke rolled a full range of ‘no petrol’ bikes in the market on a purely rational positioning of ‘freedom from the ever rising cost of petrol’.

Vipin Dhyani, Creative Director, Canvas Communications, said, “The commercial is a beautifully shot film showing a mother and her son enjoying life to the fullest. The unleashment of freedom takes just the two of them beyond the daily chores of life; through the entire place they can go and have fun. We see them going to a beach on YOSmart and enjoying. We see them driving through some beautiful roads, going around the town having a good time. We see them eating and enjoying at a restaurant -- doing all the ‘cool things’, which were always in the father’s domain.”

The main objective was to give a fresh look to the brand and to form a strong emotional connect with the masses, especially housewives. The aim as to give them an emotional benefit alongside the rational benefit, and at the same time, keep the core message of ‘Ab raasta hai aapke paas’ intact to increase the sales of the product.

Dhyani explained, “For the very first time, we hear a lady telling her husband not to do the small daily chores, which are conventionally a part of male domain. The creative idea behind the TVC was this dissonant idea. She tells her husband not to worry about the vegetables, the light and telephone bills and other daily chores because she has already taken care of them and eased his burden. Because with YOSmart, she is all ready to share the responsibilities.”

Dhyani added that the print campaign has recently broken in The Times of India and Hindustan Times, among others. The TVC is being aired on Star Plus, Zee Cinema, Zee TV, etc. The campaign will soon be visible through outdoors, while the radio spot will be on air within a month.

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