MUMBAI: Toyota Kirloskar Motor (TKM) launched its new Waku Doki Multi-Media campaign targeted at the youth in India.

The creatives of the campaign have been conceptualised by Percet/H. With this campaign, Toyota introduces the audiences to its new brand promise, ‘Toyota will make your heart go Waku Doki.’

The name of the campaign 'Waku Doki' in Japanese means 'Heightened anticipation and excited heart thumping’.

The focus of the campaign is to communicate that the product offers excitement to the youth through different activities. The campaign also aims to involve people from various walks of life to share their moments wherein they have felt ‘Waku Doki’. The feeling will then be linked to owing a Toyota and driving the vehicle.

The campaign provides racing heartbeats, adrenaline rush, thrilling excitement and exhilaration which can be felt by any individual in instances to connect the essence of the phrase Waku Doki with the Indian audience.

Percept H Pvt Ltd senior creative director NileshNaik said, “The task was to make Waku-Doki synonyms with exciting, heart thumping moments. We did this through an integrated campaign which shows people from various walks of life, young and old experiencing Waku-Doki moments in their everyday life. Moments that every Indian can relate to.”

The campaign has appeared in the newspapers and has hit the TV channels. It has also aired on You Tube and radio channels.

Toyota Kirloskar Motor MD Hiroshi Nakagawa said, “With this campaign we are trying to move to the next level and assume a new face – thrilling, exhilarating and fun. With this shift, we hope to build up the emotional quotient and endear our consumers to the brand .We are “very Waku Doki with this campaign” and hope this Waku Doki feeling can be widely spread in India. ”

In the year 2010, Toyota launched its ‘Quality Promise’ campaign which was supported and further enhanced by the ‘Toyota yani Bharosa’ campaign. It aimed at rewarding every consumer with a smile.