MUMBAI: Zee Entertainment Enterprises (Zee) and Yamaha Motors, India have joined forces to breathe new life into Yamaha’s ‘The Call of the Blue’ campaign. This is being done through a collaboration with the contestants of the music reality show ‘Sa Re Ga Ma Pa’. This anthem is reimagined by budding musical talents. It is airing across Zee’s network, including Zee TV, Zee Tamil, and Zee Telugu.
This initiative the parties explain extends beyond traditional marketing, allowing the spirit of Yamaha to echo through music and storytelling. For the first time ever on ‘Sa Re Ga Ma Pa’, contestants have composed and performed their own renditions of a brand anthem.
The goal of the partnership was to go beyond mere promotion and celebrate creativity, artistry, and individuality.
The campaign garnered a cumulative reach of approximately 25 million viewers across Zee’s platforms the broadcaster said , and the aim was to amplify Yamaha’s message of adventure and passion and making it resonate with music lovers, especially the youth.
Ashish Sehgal, chief growth officer – Digital and Broadcast Revenue, Zee Entertainment Enterprises Limited, said, “Zee has always been at the forefront of innovative integrations that bring brands closer to their audiences. Our partnership with Yamaha is the perfect embodiment of that philosophy. The synergy between Yamaha’s adventurous spirit and the creative energy of Sa Re Ga Ma Pa contestants has led to an exciting and impactful collaboration that has not only amplified Yamaha’s core message but also created a truly memorable experience. This campaign has resonated deeply with viewers, bringing the brand’s values to life in a way that is both engaging and inspiring. It’s a perfect example of how music and storytelling can come together to create something remarkable.”
Vijay Kaul, GM marketing Yamaha Motor India said, “Motorcycles and music are two wonderful ways to connect with the world around. Through this association, we look forward to connecting with young music lovers at a more intrinsic level, celebrating the shared values of freedom, passion, and self-expression. The thrill of the open road mirrors the rhythm of music, creating experiences that inspire and energize. For the first time on Sa Re Ga Ma Pa, contestants have crafted their unique renditions of a brand anthem, each piece capturing the essence of freedom, individuality, and the joy of riding.”
Aman Kochhar (Chief Growth Officer and Managing Partner) Motivator India said, “Our collaboration with Sa Re Ga Ma Pa, across three Zee Network channels was exceptional. The talented contestants on the platform showcased immense potential in understanding the brand’s requirements and delivering them with style. Reimagining the Call of the Blue anthem in their unique styles helped us connect with younger audiences, seamlessly integrating the brand into the content with fresh, vibrant energy, rather than using overt brand placement.”
