Following his appointment as brand ambassador for Suzuki Motorcyles in India, Salman Khan returns to his Dabangg avatar for the launch campaign of the Hayate.
Created by RK Swamy BBDO, the film opens with a constable informing his senior about a prisoner having escaped. Khan hears this and enters the scene in Chulbul Pandey (character from Dabangg) style and announces that he will catch the criminal with the help of his Hayate. He cruises calmly on his bike with a constable riding pillion as they chase the prisoner. At one point, the constable starts chase on foot, while Khan continues on his Hayate. Khan's smart chase leads to the prisoner jumping over a high wall and into a building. The prisoner thinks he has escaped for good, but only until he realises that he's been chased into the premises he had bolted from. The film ends with the constable shown offering sweets to Khan to celebrate the purchase of his new Hayate.
Commenting on the film and the reason behind picking Khan as brand ambassador, Anu Anamika, national head, marketing, Suzuki Motorcyle India, said, “Hayate is a stylish, high performance, affordable, fuel efficient and easy to maintain motorcycle designed for daily commuters. Our brand ambassador Salman Khan is a passionate biker and a discerning brand endorser. Suzuki has roped him for its latest TVC to wow the Hayate customers. This new association derives a strong connection between the Suzuki two-wheeler brand and the different segments that our expanding range of products is addressing. Salman Khan’s national, cross-market, cross-segment appeal combines well with the company’s brand theme of Apna Way of Life.”
Sunil Kukreti, senior partner, R.K. Swamy BBDO, added, “The entire campaign was conceptualised keeping in mind the target audience which resides in rural and semi-urban peripheries and has a massive fan following for Salman’s ‘Dabangg avatar.’ We wanted to play along his well-embedded imagery to build an instant connect with the audience. We wanted all these attributes and brand imageries to be well communicated through this campaign featuring our brand ambassador, Salman Khan. His appeal cuts across segments and blends well with Suzuki’s mass appeal, thereby connecting directly with our target audience.”
Besides the TVC, the launch campaign will include radio and print advertisements.
Agency: RK Swamy BBDO
Client: Suzuki Motorcyle India
Creative : Ajmer Pratap Singh, Ankur Suman and Abhishek Dubey ,
Servicing : Ajit Shah, Sunil Kukreti, Varun Sinha and Manali Goel
Planning : Arnab Datta Chaudhuri and Vibhor Bajaj
Producer of the campaign: Harsh Dave
Production House: IBIS Productions
Media buying agency: Brand Serve