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The Yamaha Ray girl says ‘Hello to a new life’

The TVC conceptualised by DDB Mudra Delhi plays on the insight of “life’s firsts” for a girl stepping into the world on her own

BestMediaInfo Bureau | Delhi | October 3, 2012

Yamaha all over the world is known for its lineage of style and performance-oriented bikes. After launching a series of edgy bikes and understanding the needs of the Indian market which created a sudden rise in demand of female scooters, Yamaha has launched Ray. Yamaha Ray has a refreshing, uniquely stylish, chic, edgy and futuristic look which is blended perfectly with its performance.

DDB Mudra Delhi has unveiled a campaign for the Yamaha Ray featuring brand ambassador Deepika Padukone. The Bollywood diva has a fashionable, modern, strong minded, self-made and independent image which matches completely with the DNA of the brand.

As the film shows, 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. And 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.

Ray is not simply the first scooter she will own, it’s 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 says “Hello to a new life....”

The Ray campaign also has a print version.

Ravinder Siwach, Group Creative Director, DDB Mudra, said, “While most of the communication in the category attempts to take a leap from product attributes, we decided to look elsewhere and focussed on an insight in the life of our TG. Her own two-wheeler is one of her most cherished dreams. And once she has her own set of wheels, her life can change completely. A new freedom and new experiences await her and she can dive headlong into an adventure called life. 'Welcome to a new life' is our call to her with the sign off 'Yamaha Ray - Life is an Adventure.'”

Radhika Kapur, Creative Director, DDB Mudra Delhi, commented, “The film creates a stylish, exotic new world full of interesting characters and experiences that a young girl can look forward to. We see memorable characters like the landlady with her son who’s rather shady, the scuba diver she’ll meet on a diving adventure, the nightclub trackers that she’ll go partying with, the fashion conscious friends and the men who will break her heart. Her companion in this exciting adventure is her Yamaha Ray.”

The TVC:

[youtube]http://www.youtube.com/watch?v=Boz_oaKp3pg[/youtube]

Credits:

Client: Yamaha Ray

Agency: DDB Mudra

Chairman & Chief Creative Officer:  Sonal Dabral

President: Vandana Das

Creative Team: Ravinder Siwach, Radhika Kapur

Servicing: Ashwini Dhingra, Ashmita Frank

Production House: OMG

Director: Harvey

Info@BestMediaInfo.com

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