Toyota Kirloskar Motor (TKM) launched its new Waku Doki Multi-Media
campaign targeted at the youth in India.
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
The name of the campaign 'Waku Doki' in Japanese means 'Heightened
anticipation and excited heart thumping.
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.
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.