Yamaha takes unique approach to connect

06 Nov,2012

By A Correspondent


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 its scooter Ray during the festive season. The campaign tries to give a new definition to driving the stylish and peppy Yamaha RAY by reinstating the RAY “Life is an Adventure” campaign message.


The campaign which started with a group of 6 girls forming a cavalcade of scooters with 6 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, excitement and maximize awareness about the scooter RAY.


Speaking at the occasion, Roy Kurian, National Business Head, India Yamaha Motor 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. The new RAY has been designed and engineered to answer the needs of this growing class of young female customers who want a scooter that is stylish, compact, easy to use and has a fresh new appeal. 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.”


The cavalcade of scooters will travel to various colleges in New Delhi to create buzz and excitement among young college students. The cavalcade will cross various colleges in the city like Vivekanand College for women, Deshbandhu College, PGDAV College, Jamia Milia Islamia College and Maharaja Agrasen College. The cavalcade will also cross a number of customer centric areas like the City Square Mall- Rajouri Garden, M2K Rohini, Jwala Heri Market- Pachim Vihar etc. The event spanning across 9 days will culminate on Nov 10th.


Post the Ray’s launch, the company has undertaken a number of activities in order to attract its target customers and influence sales. The company has expanded its dealer network and improved customer care quality for female customers by appointing more female staff at customer contact points and introducing female customer care program. The company has also developed a riding training programme for female customers. The riding training programme known as the Yamaha Female Riding Training programme is to be implemented across India very soon.


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