DDB Mudra has conceptualised the latest campaign for Yahama's range
of scooters for females Ray. The brand is endorsed by Bollywood
actor Deepika Padukone.
campaign aims to position Yamaha Ray as "refreshing, uniquely
stylish, chic, edgy and futuristic".
insight from the campaign is based on the phrase the first
time I did
. Following the insight, the Ray girl feels
somewhat aroused while experiencing a phase of firsts her
first relationship, her first landlady, meeting bad boys for the
first time and the first time that she defies her parents to pursue
her own dreams. The thrill of doing something for the first time
makes her feel insecure, but also drives and excites her. She is
just stepping out into the world, spreading her wings and welcomes
her new world.
campaign tries to communicate that Ray is not simply the first scooter
a girl will own but her first riding experience, something that
she chooses on her own, not by someone else. It is also a statement
that for the first time she is making important decisions in her
life and takes the tagline Hello to a new life...."