Chennai: Continuing the momentum of previous campaigns, India Yamaha Motor (IYM) has launched Version 4 of its flagship brand campaign, ‘The Call of The Blue.’ This new initiative reinforces Yamaha’s premium positioning in the Indian two-wheeler market. The campaign slogan, ‘Hear the Call Now,’ builds on the earlier phrase, ‘Have You Heard the Call?’ and targets new motorcycle riders looking to fulfill their aspirations for Yamaha products.
Designed primarily for the youth, this campaign emphasizes Yamaha’s core values, ethos, and global heritage, while also inspiring a passion for riding. It reflects the changing preferences of consumers who seek superior performance and premium experiences. By introducing world-class products with higher engine displacements and engaging consumers through immersive initiatives, Yamaha aims to increase its market share in the premium segment and establish itself as the brand of choice for dedicated motorcyclists in India.
Speaking on the occassion, Eishin Chihana, Chairman, Yamaha Motor India Group of Companies, said, “At Yamaha, we are extremely proud of extending the joy of motorcycling to Indian consumers through our impeccable product portfolio and immersiveownership experience over the years. We are streamliningour strategies to the unique needs of the youth of today. By introducing the 4th edition of ‘The Call of The Blue’ brand campiagn, we are reinforcing our brand values by inspriring young afficionados to awaken the rider within them. We are confident that this new version will be a success and will help in strengthening our position in this dynamic market, while also differentiating us from others.”
Yamaha has launched a new film to introduce its latest campaign. The film features young kids mesmerized by a movie in a theater, showcasing Yamaha’s iconic two-wheeler models, including global favorites. As they exit, they are excited to discover these models right on the road. The film also includes a new anthem for “The Call of The Blue,” designed to resonate with today’s youth.
Since its inception in 2018, each version of the ‘The Call of The Blue’ campaign has helped India Yamaha Motor realign its product planning, marketing, and customer strategies with the brand’s image of “Excitement, Style, and Sportiness.” In addition to its product lineup, Yamaha will enhance customer engagement through initiatives like Track Day, The Call of The Blue Weekends, Overnight Tours, and Blue Streaks Community rides, aiming to deepen its presence across the country.
