Yezdi has rolled out a campaign #NotForSaintHearted to illustrate the ideology of its daring riders who embrace adventures.
Conceptualised by Lintas Live, the film showcases the feeling that a rider has beyond the motorcycles, when they are journeying through life.
The film features protagonists that are young, unorthodox, spontaneous and imbibe rebellious attitudes. It centres around protagonists that are not acquainted with the saintly stuff but believe that it is good for the rest of the world to remain sane by staying within limits. The film leaves viewers with the ideology that if the world didn’t have the non-saints, there would have been no cautionary tales for the good boys and girls.
Anupam Thareja, co-founder, Classic Legends, said, "Yezdi has transcended many dimensions to offer meaningful and distinctive stories to motorcycling enthusiasts. All motorcycles run on roads, but the Yezdi runs in the blood, and I have always wanted to go after rekindling that feeling. Our campaign showcases an attitude that gives a youthful heart a sense of direction, allowing it to test its limits with Yezdi's #NotForSaintHearted."
Sarvesh Raikar, creative head, Lintas Live, said, “Rebuilding this fearless and fun-loving brand was quite a journey, it’s like picking up a Shakespearean classic and rewriting the narrative for today. Especially because we decided not to dwell too much into the past imagery, but to recreate the timeless Yezdi state-of-mind. The goal was to reflect the mindset of Yezdi madmen who seek out challenges and adventures and strive to achieve them in a way that pushes them to challenge their limits.”
Client: Classic Legends
Agency: Lintas Live
Creative team: Amer Jaleel, Sarvesh Raikar, Savio Banerjee, Faraaz Ansari, Amey Pandit, Ashwini Bhavsar, Vijay Turte and Prashant Pawar
Account management team: Virat Tandon, Ameer Ismail, Rosanne Rodricks, Pratiik Paathare, Samah Kazmi, Vivek Singh, Divya Mishra, Riya Shah, Andrea Menezes, Netal Tapadia, Mikky Jha and Amrit Balani
Planning team: Anurag Prasad, Berges Bana and Punit Singh
Production: Milestone Films
Director: Razneesh (Razy) Ghai
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Watch the film conceptualised by DDB Mudra here