Suzuki Motorcycle India (SMIPL), a subsidiary of two-wheeler manufacturer Suzuki Motor Corporation, has rolled out a brand new campaign #NotForEveryone for the popular Gixxer portfolio of motorcycles. This is Happy mcgarrybowen’s first campaign after it recently won the account. The campaign has a strong digital amplification, print media and outdoor activation, besides the TVC that will play on national and regional TV channels.
Speaking about the TVC, Sajeev Rajasekhran, EVP, Sales and Marketing, SMIPL, said, “Moving away from the specification heavy content that dominates this category, with the new Gixxer TVC, we have taken a refreshingly new route to connect with our audiences by digging out typecasts. In a segment that is cluttered with sameness, Gixxer has always offered customers an alternative with its blend of unique styling and functional excellence. We are confident that this TVC will not only bring out the youth even more closer to the Gixxer brand, but will also inspire them to break away from the shackles of conformism.”
Kartik Iyer, CEO and Co-founder of Happy mcgarrybowen, commented about his firm’s first outing with Suzuki two-wheelers, "The campaign idea was born out of conversations with existing Gixxer owners. They all beamed a common passion around the bike, its looks and its performance. The other thing that clearly shined through is that they all are very proud of their unique choice. Our job was simple. Show the bike in all its glory and create a narrative that almost challenges the viewer. Taking on new-age stereotypes adds freshness to the campaign. Clearly this bike is not for those who want to ride with the pack, but ahead of it.”
Creative agency: Happy mcgarrybowen
CEO: Kartik Iyer
Director: Razneesh "Razy" Ghai
Production House: Asylum Films