Yamaha revs up aspirations with its ‘The call of the blue’ campaign

Carrying forward the momentum of the previous versions of ‘The call of the blue’, India Yamaha Motor (IYM) launched the version 4 of its flagship brand campaign, reinforcing its premium positioning in the Indian two-wheeler market. The campaign slogan—‘Hear the call now’ is a progression of the previous one—‘Have you heard the call?’ and targeted towards reaching out to new motorcycle riders who are coming of age, adding to their aspirations for Yamaha products.

The latest campaign is designed for the youth and, primarily emphasises on company’s ethos, core values and global heritage. Further, it also focusses on elevating their desire to become a true riding enthusiast. It aligns with the shift in taste and preferences of today’s customers toward superior performance as well as premium experiences in the country.

Through the introduction of products across higher engine displacements and immersive consumer engagement initiatives that this campaign will drive, Yamaha intends to grow its market share in the premium segment and underpin itself as the brand of choice for India’s most ardent motorcyclists.

Speaking on the occasion, Eishin Chihana, chairman of Yamaha Motor India Group of Companies, said, “By introducing the 4th edition of ‘The call of the blue’ brand campaign, we are reinforcing our brand values by inspiring young afficionados to awaken the rider within them. We are confident that this new version will be a success and will help in strengthening our position in this dynamic market, while also differentiating us from others.”

Yamaha has also launched a new film to announce the latest campaign. In the film young kids are seen captivated by a film in the theatre, showcasing Yamaha’s two-wheeler models, including global favourites. As they step out, they are thrilled to find these models right in front of them on the road. Taking it a notch up, the film also features a new ‘The call of the blue’ anthem, tailored to resonate with the musical preferences of today’s youth.

Since its inception in 2018, in each iteration of ‘The call of the blue’ campaign, India Yamaha Motor has realigned its product planning, marketing and customer strategies with the brand’s image of ‘Excitement, Style and Sportiness’. Along with the product line up, the company will also revitalise its customer engagement activities like Track Day, The Call of The Blue Weekends, Overnight Tours and Blue Streaks Community rides, and penetrate even deeper into the country.

Campaign’s take: Yamaha’s latest ad campaign, ‘The call of the blue’ Version 4.0, is all about revving up the excitement for young riders who are itching to hit the road. Building on the buzz of its previous campaigns, the company is now going full throttle with a fresh slogan, ‘Hear the call now,’ which is a direct nod to those who are just stepping into the world of motorcycling.

The campaign speaks the language of today’s youth, blending Yamaha’s global heritage with the aspirations of new riders. It’s not just about selling bikes; it’s about selling a lifestyle—one that’s packed with performance, premium experiences, and the thrill of the ride. The new film that accompanies the campaign cleverly taps into the nostalgia of discovering something epic as a kid, only to see it come to life right before your eyes.

By pushing the boundaries with higher engine displacements and cool consumer engagement events like Track Days and Blue Streaks Community rides, Yamaha is making a strong play to capture the hearts of young enthusiasts. This campaign isn’t just another ad; it’s an invitation to join a movement, to feel the rush, and to ride with style.