MUMBAI: Suzuki Motorcycle India (SMIPL), a subsidiary of two-wheeler manufacturer Suzuki Motor Corp, has launched the ad campaign for its recently launched mass segment motorcycle - the Hayate.
The campaign features the company‘s first brand ambassador Salman Khan. It has been ideated and executed by creative agency RK Swamy BBDO. The campaign is aided by the tagline ‘Suzuki Hayate, yun hi nahi chalate!‘ which translates to ‘Suzuki Hayate - there‘s always a reason to ride it.‘
The campaign is targeted towards the population in rural and semi-urban peripheries. It will use all mediums including television, cinema, radio, and print.
As part of the TVC, a police constable is shown informing his senior that a prisoner has run away. Khan enters the scene in a style reminiscent of his Dabanggg character (Chulbul Pandey) and says that he would use his new Hayate to catch the criminal and in the process highlights the benefits of the motorcycle. The campaign would be featured on general entertainment, movie, news, and regional language channels. The TVC will be also aired during Indian Idol Season 6, Salman Khan Movie Festival on UTV Movies and on Zee News.
SMIPL national head - marketing Anu Anamik said, "Hayate is a stylish, high performance, affordable, fuel efficient and easy to maintain motorcycle designed for daily commuters. Our brand ambassador Salman Khan is a passionate biker and a discerning brand endorser. This new association derives a strong connection between the Suzuki two-wheeler brand and the different segments that our expanding range of products is addressing. Salman Khan‘s national, cross-market, cross-segment appeal combines well with the Company‘s brand theme of Apna Way of Life."
RK Swamy BBDO senior partner Sunil Kukreti added, "We wanted to play along Salman‘s well-embedded imagery to build an instant connect with the audience. We wanted all these attributes and brand imageries to be well communicated through this campaign featuring our brand ambassador, Salman Khan. His appeal cuts across segments and blends well with Suzuki‘s mass appeal, thereby connecting directly with our target audience."
