MUMBAI: 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.

The campaign aims to position Yamaha Ray as "refreshing, uniquely stylish, chic, edgy and futuristic".

The 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.

The 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...."