India Yamaha Motor has handed its creative mandate for Yamaha Ray to DDB Mudra, Delhi following a three-month long pitch.
The most coveted bike brand in the country has not had an offering in the women’s segment. To fill in the lacunae, the launch of Yamaha Ray, a non-geared scooter crafted specifically for the growing number of women riders, has been termed a special landmark in the company’s history.
The scooter market has shown consistent growth in the last few years. The year-on-year growth in 2011 was 19 per cent.
Mr Roy Kurian, National Business Head, India Yamaha Motor, said: “We were looking for an agency that could deliver an integrated strategy, in terms of both creative and execution to help build on the stylish and sporty image of Yamaha Ray.’’
Ms Vandana Das, President, DDB Mudra Group, said: “We had a full-fledged integrated approach to the brand launch. We look forward to partnering with India Yamaha Motor.’’'