Brand ambassador Deepika Padukone appears in the launch campaign for Yamaha Ray - the brand's range of bikes for women.
In the film, Padukone is shown riding the Ray through a town. A jingle plays in the background that charts the people she will meet in her 'new life' as she explores the world - heartbreakers, troublemakers, landladies and Mr Shady among others. The film ends with a super that reads "Ray - Life is an adventure', with Padukone shown modelling with the bike in the same frame.
Commenting on the film, Ashwini Dhingra, senior vice president, DDB Mudra Delhi, said, "Yamaha is known for its performance and style oriented bikes worldwide. The challenge for this campaign was to launch a stylish scooter in this TG (women). We had to talk to a new market for this campaign. It was difficult for us to tell people Yamaha produced scooters for females. So we went for the stylish and independent Deepika Padukone as brand ambassador. Padukone wasn't simply brought in because Anushka Sharma and Priyanka Chopra endorse competition, but because she is perfect for the image of the Yamaha Ray. We opted for a jingle as it provides a great recall factor. Through this TVC, we wanted to show how the girl who's always been on her father or mother's shoulder is seeing the world on her own. The brief was converted to her travelling and seeing the people she is expected to meet in the future."
Along with the TVC, the campaign will also been seen in print and on digital. The campaign will run till the first week of November.
View the print ad.
Yamaha has also tied up with Pond's Femina Miss India to feature a segment called, 'Miss Ray'.
Chairman and chief creative officer: Sonal Dabral
President: Vandana Das
Creative directors: Ravinder Siwach, Radhika Kapur
Servicing: Ashwini Dhingra, Ashmita Frank
Production house: OMG