MUMBAI: Kinetic Motor Company's Italiano Blaze picked up some top automotive awards for design and performance. And now to entrench the brand further, Kinetic has unveiled what it claims is the automotive industry's first glamourous calendar- the Italiano Supermodel's Calender.
Admittedly the theme is bold, but Kinetic's managing director Sulajja Firodia Motwani reasons that the calendar clearly spells out the brand aspiration of her target consumer-Stylish, sexy and glamorous.
"Around the world, calendars that blend the sex appeal of an automobile and a supermodel are a regular feature, but this is a first for the Indian automotive industry.
Until now the scooter was considered either too old fashioned, family vehicle or effeminate. Our focus was to make the two wheeler a must-have for the young, urban male who is brand conscious and wants to look cool."
The calendar designed and executed by Grey Worldwide was unveiled by Firodia- Motwani and Raj Guru.
The two wheeler claims to be India's first powerful automatic with a 165cc, 4-valve engine. Kinetic Blaze is the first in a line of seven Italjet scooters launched under the Italiano series. The moto-scooter is prized at approximately Rs 50,000 ex-showroom. Last year, Kinetic had acquired the rights from Italjet to launch its two-wheeler range in India.
Commenting on whether the price positioning at Rs.55, 000 for a scooter was on the high side, Firodia Motwani says, "We are competing in this market with a Pulsar or a Bullet. The brand aspiration dictates the price and the two wheeler is positioned for a city rider. It has done well mainly in the metros. For a college going guy, the price point is just right when he knows that he can own a 'cool' bike."
Kinetic Blaze may just be the beleagured company's 'shortcut to fame'.