Yamaha Scooters has made a name for itself with their range of motorcycles with Bollywood heartthrob John Abraham as its brand ambassador. Now, as the company gets ready to foray into the Indian Scooter Market they have signed up Bollywood diva Deepika Padukone to star in their new scooter commercial. Ms. Padukone is well known for her feminine and vivacious outlook to life and is hence an ideal choice to project Yamaha Scooters while specially targeting the under 24 year female population.
Ms. Padukone will be starring in these scooter commercials and along with her on-screen appeal to the youth in the country will bring out the sporty and stylish scooter in a better light. Besides this, Padukone’s status in the film industry matches positioning of Yamaha Scooters in the two wheeler industry.
Initially Deepika Padukone will endorse Yamaha Ray which is a stylish, sporty and cool bike which will surely appeal to its younger segment of buyers who also relate to Deepika’s sense of style, beauty and cool attitude on screen and off screen. The company is targeting young Indian woman and expects this segment of customers to form their core buyers for their Yamaha Ray and other such scooters which may be launched in the future.
Read the press release below for more information.
Auto News Release
Yamaha signs leading Bollywood actress Deepika Padukone to endorse its scooter range
Announces Marketing and Branding Strategy for their foray in to the Indian Scooter Market
Mumbai, 23rd July, 2012: All set to make its grand entry into the Indian scooter market, India Yamaha Motor today announced that it has signed up Bollywood diva Deepika Padukone as the face of Yamaha Scooters in India. This is the first time that the actress will endorse an automobile product and Yamaha is upbeat that her feminine yet sporty disposition will gel easily with the Indian target audience. While Deepika will endorse the scooter section of Yamaha, John Abraham will continue to be the brand ambassador of the company’s flagship bikes.
As per the deal, Deepika will make appearances in commercials which are already lined up. The bubbly and active image of the actress will complement the sporty and stylish scooter that Yamaha has to offer to its female customers which will primarily be under the age of 24 years. This visual connection will provide appropriate value addition to the brand and will bring the product alive onscreen. Moreover, she appeals to the Indian youth both through her movies and her off screen appearances. Her stature in the film industry goes well with Yamaha’s current positioning in the two-wheeler industry.
Commenting on the occasion, Mr. Hiroyuki Suzuki, CEO and MD, India Yamaha Motor Pvt.Ltd. said, “We are very pleased with our alliance with Ms. Deepika Padukone to endorse our scooter ‘Ray’ which just like Deepika signifies ‘Cool & Beauty’. Being young, fit, sporty and stylish, Ms. Deepika has all the elements that our customers will subscribe to when they buy our scooters. The youth adore her, respect her and follow her because she signifies an inherent sense of style that easily blends in with that of brand Yamaha. We look forward to have a longstanding and fruitful association with her.”
“Yamaha has been a preferred brand with the youth who understand and connect well with technology, performance and the spirit of sporting endeavors. We have replicated these inherent ingredients in our scooters as well for the aspiring Indian women under the age of 24 years. We do expect the women customers to become a core part of our future growth strategy.”
John Abraham has done a commendable job for Yamaha in the past years and now that Deepika has come on board, they will collectively add strength to the product line up of Yamaha and take the brand to new heights in the times to come.
The development is in line with the company’s effort to strengthen its brand particularly in the scooter market. The company will continue with the YES! YAMAHA campaign which was introduced a couple of years ago. As part of the YES! YAMAHA campaign, many initiatives have been launched including ‘Bring back the Joy’ campaign, ‘Chabi Ghumao, Bike Le jao’ contest (Turn the key, win a bike contest) to name a few.
About India Yamaha Motor Pvt. Ltd.
Yamaha made its initial foray into India in 1985. In August 2001, Yamaha India became a 100% subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008, Mitsui & Co., Ltd. entered into an agreement with YMC to become a joint-investor in the motorcycle manufacturing company “India Yamaha Motor Private Limited (IYM)”.
IYM operates from its state-of-the-art manufacturing units at Surajpur in Uttar Pradesh & Faridabad in Haryana and produces motorcycles both for domestic & export markets. With a strong workforce of more than 2,000 employees, IYM is highly customer-driven and has a countrywide network of over 400 dealers. Presently, its product portfolio includes VMAX (1,679cc), MT01 (1,670cc), YZF-R1 (998cc), FZ1 (998cc), Fazer (153cc), FZ-S (153cc), FZ (153cc), SZ, SZ-X & SZ-R (153cc), YZF-R15 Version 2.0 (150cc), SS125 (123cc), YBR 125 (123cc), YBR 110 (106cc) and Crux (106cc).