India Yamaha Motor, has come up with a very unique initiative to attract its niche target audience of young urban women for its new scooter RAY. The company has come up with an exciting 9 day campaign to promote its scooter RAY during the festive season.
Yamaha has also introduced limited editions of the FZS and Fazer.
The unique campaign was flagged off on Nov 1st from the India Yamaha Motor office by Mr Jun Nakata, Director, Sales & Marketing, IYM and Mr Roy Kurian, National Business Head, IYM. The campaign tries to give a new definition to driving the stylish and peppy Yamaha RAY by reinstating the RAY “Life is an Adventure” campaign message.
The campaign which started with a group of 6 girls forming a cavalcade of scooters with 6 RAYS will travel through various locations in New Delhi. The cavalcade of scooters will start from a particular dealership at one point in the city, travel through the city for the entire day and culminate at another dealership at the end of the day. The cavalcade of scooters in turn will cross and halt at key junctions like markets, colleges and schools to create buzz, excitement and maximize awareness about the scooter RAY.
The cavalcade of scooters will travel to various colleges in New Delhi to create buzz and excitement among young college students. The cavalcade will cross various colleges in the city like Vivekanand College for women, Deshbandhu College, PGDAV College, Jamia Milia Islamia College and Maharaja Agrasen College. The cavalcade will also cross a number of customer centric areas like the City Square Mall- Rajouri Garden, M2K Rohini, Jwala Heri Market- Pachim Vihar etc. The event spanning across 9 days will culminate on Nov 10th.
Post the RAY’s launch, the company has undertaken a number of activities in order to attract its target customers and influence sales. The company has expanded its dealer network and improved customer care quality for female customers by appointing more female staff at customer contact points and introducing female customer care program.
The company has also developed a riding training program for female customers. The riding training program known as the Yamaha Female Riding Training program will be implemented across India very soon.