Yamaha has rolled out a campaign for its FZ-S range.
The film, created by ADK Fortune, shows a young woman helping her man get dressed to go out. As a voice over announces that ‘a woman takes a lifetime to make a man out of a boy’, she is shown styling his hair and getting his bow tie in place as they get ready to leave. He gets onto his Yamaha FZ-S as she is locking the door. As soon as he turns on the ignition and revs the engine, his spectacle lenses crack and his bow and coat buttons come undone, signalling a transformation. The voice over says, ‘And the FZ-S takes just a moment, to make him a boy again’. He smiles at the lady and rides away leaving her behind. The film shows shots of the bike as he rides the streets as a voice over introduces the Yahama FZ-S as the ‘Lord of the streets’.
On the brief given to the agency, Roy Kurian, vice president, Yamaha Motor India Sales, said, "We wanted the brand positioning to remain as stylish and macho. We wanted the bike to be highlighted as extension of a style statement and wanted the film to talk to the young audience. Integration of new black green color and special edition were to be highlighted; and the communication also needed to talk about the aspirational value of the brand, more in the FZ zone."
Creative agency: ADK Fortune
Creative head: Akashneel Dasgupta
Copy head: Tamanna Virmani