Yamaha's new campaign positions Fazer as touring bike

Yamaha has unveiled its latest campaign, for its bike variant Yamaha Fazer. Created by Dentsu Communications, the campaign aims to position the Fazer which is most suitable for touring.

Speaking to Campaign India about the new campaign, Shivananda 'Doc' Mohanty, creative head, Dentsu Communications said, "The idea behind the campaign was to strengthen Yamaha's distinctive product offering. Each Yamaha machine offers its user a distinct biking experience. Be it the R15 for supersport racing, the FZ series for stylish street-biking and now, the Fazer for touring. The objective was to make the concept of 'touring' appealing to prospective bike buyers."

The brief that Dentsu received from the client was, to communicate that touring is the experience of biking beyond city limits, where the journey is as significant as the stops and that Yamaha with the Fazer, introduces this concept of touring biking and the idea was to leverage this as a distinct differentiator.

Watch the TVC here:

Yamaha Fazer from Campaign India on Vimeo.

An array of bikers has gone touring over the weekend. One is with a group, another with his son, a third with his girlfriend, and yet another rides alone. They are enjoying themselves so much that they do not wish to return to their regular mundane lives. Hence, each calls in with different excuses to their office and the viewer realises that they are all from the same office! The VO then takes over with the brand's tagline, 'May the weekend never end!"

Most bike advertisements portray a woman who would do anything to ride pillion with the man who owns the bike. This TVC however, has a different take on bikes. Speaking about this, Mohanty says, "Every bike has a unique character. The Fazer's design and features make it India's first sport tourer. As such, it was more important to use the bike to showcase the appeal of touring, rather than do yet another execution of a bike-boy-girl story."

Commenting about the campaign's aim to differentiate the brand from its competition, he says, "We want to differentiate the Fazer by striking a real and inviting tone with the campaign, rather than just being bombastic. Also, it is based on a human truth with wide appeal, which the category has not yet touched. Finally, although Fazer is a great looking bike with accomplished talents, it seeks to open up a new world of biking pleasure, rather than playing with mere technical specs.

The campaign stems from the consumer insight, that people who love and live to travel hate to return back to their normal lives.

The media mix for the campaign includes TV, Internet, OOH, print, showroom POP and mobile. The creative team that has worked on the campaign includes Mohanty, Jai V. Sheth and Trilochan Anand. It has been shot by Joel Peissig of Stratum.