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Chulbul Pandey rides Suzuki Hayate down South

Conceptualised by RK Swamy BBDO, the new TVC with Salman Khan as Chulbul Pandey is in a full blown South India avatar made as a typical masala film

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Chulbul Pandey rides Suzuki Hayate down South

Chulbul Pandey rides Suzuki Hayate down South

Conceptualised by RK Swamy BBDO, the new TVC is an extension to the 2012 campaign, with Salman Khan in his characteristic Dabangg persona of Chulbul Pandey, this time in a full blown South India avatar made as a typical masala film

BestMediaInfo Bureau | Delhi | July 16, 2013

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Suzuki Motorcycle India (SMIPL), a subsidiary of one of the world's leading two-wheeler manufacturers, Suzuki Motor Corporation, Japan, has launched a new ad campaign for its bestselling mass segment motorcycle – Suzuki Hayate. An extension to the 2012 campaign, Suzuki's new TVC features Salman in his characteristic Dabangg persona of Chulbul Pandey, this time in a full blown South India avatar.

The ad has been overtly stylised and executed as a typical South Indian masala film. It has been ideated and executed by RK Swamy BBDO.

The ad features Salman manoeuvring his Hayate on meandering streets set in a Deccan town in South India while recapturing the much acclaimed tagline 'Suzuki Hayate, yun hi nahi chalate!' Challenging Chulbul's heroism is 'Gundappa', a character played by veteran actor from Telugu and Tamil cinema, Kota Srinivasa Rao, who is known for his customary flair of blending comedy with villainy.

And the package doesn't end just yet. Accomplished cinematographer, V Manikandan, marks his directorial debut with the Hayate TVC. As Director of Photography, Manikandan has been a part of mega productions like Ra.One, Main Hoon Na, Om Shanti Om and Raavan.

Anu Anamika, National Head - Marketing, SMIPL, said, “The first TVC with Salman was a thundering success. Salman's Dabangg persona in the TVC helped extend Suzuki Hayate's appeal across segments. Since Suzuki is a pan India brand, this time we thought of giving the campaign a different treatment with a South Indian twist. We hope we are able to replicate the previous campaign's success and expand our reach to customers.”

Sunil Kukreti, Senior Partner, RK Swamy BBDO, said, “The entire campaign is conceptualised keeping in mind the target audience which resides in rural and semi-urban peripheries. We wanted to play along this well-embedded imagery and create a unique blend of North and South. This new TVC gets even bigger and more entertaining.”

Salman Khan commented, “It's nice to know Suzuki bikes are going places and Chulbul is always happy to go along for the ride. From Uttar, the action has moved to Dakshin and I hope the people in Purab and Paschim enjoy it as well.”

While in the previous Hayate ad, one witnessed Chulbul Pandey successfully arresting the fugitive Billa, this time around we will see Salman in his Dabanng character chase down Gundappa Kota Srinivasa and his gang to bring an end to the black marketing of film tickets.

The scene breaks with Gundappa and his gang selling cinema tickets in black market. Enter Salman Khan in his iconic Chulbul Pandey character riding his trusted Hayate. A constable points at Gundappa and the group selling the movie tickets in black. The scene breaks into an action packed chase and run sequence involving Gundappa, his gang and Salman who is seen effortlessly riding the Hayate. Chulbul Pandey with his Hayate as his comrade is ultimately able to arrest Gundappa and end the black market racket. The TVC ends with Salman reciting the tagline and urging the viewers to buy the Hayate.

 

The campaign will spread across all mediums including television, cinema, radio, and print.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: RK Swamy BBDO

Creative Team: Ankur Suman, Ajmer Pratap Singh

Servicing: Ajit Shah, Sunil Kukreti, Varun Sinha, Manali Goel

Planning: Arnab Datta Chaudhuri

Production House: Firecracker Entertainment

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