BENGALURU: Suzuki Motorcycles India (SMIL) announced the third leg of the south India launch of its new personal scooter “Let’s” in Bengaluru.
The scooter was earlier launched on 6 May in Chennai and on 12 May in Kochi. Next on the agenda is Andhra Pradesh, to be followed by Pune and Ahmedabad, and, later on the north and the eastern parts of the country.
The company reveals that for Karnataka, it has booked 52,360 seconds and over 2,200 spots across leading television channels and 108,000 seconds and 4,320 spots across leading radio stations of major cities in the state. Besides, SMIL has planned over 50 insertions across leading newspapers in the state and advertisement play outs in 150 cinema theaters across key cities in Karnataka. The 360 degree advertising plan also includes hoardings, ads on bus shelters, demo vans and presence across social media platforms like facebook, titter, youtube, etc.
“The media plan has been chalked out with our media buying agency, Brand Serve. The new creative commercial with Parineeti Chopra has been done by Publicis Capital, the creative agency for the brand,” says SMIL’s national marketing head Anu Anamika.
“Typically, our marketing spends are around 20 per cent of revenues, this includes advertising budgets as well as other marketing activities, and we will also be doing 360 advertising pan-India once the product launch is rolled out across the nation,” further informs Anamika.
The company plans to target university students in cities, beginners who have just got their license and young professionals in urban areas with Let’s, and plans to sell around 100,000 of them this fiscal. SMIL national head – marketing Atul Gupta says, “We have 12 per cent market share in India and a 16 per cent market share in Karnataka in the scooters segment. With the Let’s launch, we envisage it to grow to 15 per cent in India and 22 per cent in Karnataka.”