Yamaha launches ‘The Call of The Blue’ campaign’s fourth edition, targeting young riders in India, ET Auto

India Yamaha Motor has launched the fourth edition of its flagship campaign, The Call of The Blue.India Yamaha Motor (IYM) has launched the fourth edition of its flagship brand campaign, The Call of The Blue, targeting young motorcycle enthusiasts. The campaign, titled Hear the Call Now, aims to capture the imagination of youthful riders and solidify Yamaha’s premium position in India’s two-wheeler market.

The campaign seeks to elevate the aspirations of new-age riders by inspiring them to embrace motorcycling. Yamaha’s strategy focuses on deepening its footprint in the premium motorcycle segment while offering world-class experiences to its customers. The campaign design reflects Yamaha’s core values, rich global heritage, and ethos, specifically catering to the youth.

Yamaha’s vision for the youth

Eishin Chihana, Chairman of Yamaha Motor India Group of Companies, expressed the company’s excitement about the new campaign.

“At Yamaha, we are extremely proud of extending the joy of motorcycling to Indian consumers through our impeccable product portfolio and immersive ownership experience over the years. We are streamlining our strategies to the unique needs of the youth of today. By introducing the 4th edition of The Call of The Blue brand campaign, we are reinforcing our brand values by inspiring young aficionados 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,” Chihana said.

Campaign highlights

The campaign kicked off with a brand-new film featuring Yamaha’s iconic two-wheeler models. It depicts young kids mesmerised by a movie showcasing Yamaha’s global favorites. Following their theater experience, these kids are thrilled to encounter the same models on the streets, making their excitement real. The film also introduces a new The Call of The Blue anthem, tailored to resonate with today’s youth music preferences.

Since its inception in 2018, The Call of The Blue campaign has aimed to align Yamaha’s product, marketing, and customer engagement strategies with the brand’s image of excitement, style, and sportiness. Yamaha plans to reinvigorate customer engagement initiatives like Track Day, The Call of The Blue Weekends, Overnight Tours, and Blue Streaks Community rides. These activities are intended to connect more profoundly with motorcycle enthusiasts across India.

Premium product lineup

Yamaha’s current product lineup features models like the YZF-R3, MT-03, and YZF-R15 V4, among others, catering to passionate riders across the country.

With this latest edition of the campaign, Yamaha is poised to strengthen its brand appeal among India’s youth, building on its rich legacy and vision of delivering exciting, high-performance motorcycles.

• Published On Sep 23, 2024 at 07:38 PM IST

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