Suzuki Motorcycle India has rolled out a campaign conceptualised by Happy mcgarrybowen for its Gixxer portfolio of motorcycles.
The film celebrates exclusivity that sets apart a Gixxer owner. Through the voice over the film says that the bike isn't for all those who have characteristics like - boss pleasing, skirt chasing, side-parting, predictable, checks e-mails at the dinner table and more.
Sajeev Rajasekhran, EVP, sales and marketing, SMIPL, said, “Moving away from the specification heavy content that dominates this category, with the new Gixxer TVC, we have taken a refreshingly new route to connect with our audiences by digging-out typecasts. In a segment that is cluttered with sameness, Gixxers have always offered customers an alternative with its blend of unique styling and functional excellence. We are confident that this TVC will not only bring out the youth even more closer to the Gixxer brand, but will also inspire them to break away from the shackles of conformism.”
Kartik Iyer, CEO and co-founder, Happy mcgarrybowen, said, "The campaign idea was born out of conversations with existing Gixxer owners. They all beamed a common passion around the bike, its looks and its performance. The other thing that clearly shined through is that they all are very proud of their unique choice. Our job was simple. Show the bike in all its glory and create a narrative that almost challenges the viewer. Taking on new-age stereotypes adds freshness to the campaign. Clearly this bike is not for those who want to ride with the pack, but ahead of it. “
The campaign went on-air on 28 August.
Client: Suzuki Motorcyle India
Creative agency: Happy mcgarrybowen
Director: Razneesh "Razy" Ghai
Production house: Asylum Films