India Yamaha Motor Pvt. Ltd., which had previously successfully positioned itself as a global brand with a long history in racing under the “The Call of the Blue” campaign, has now unveiled the third iteration of the national brand campaign in an effort to improve its reputation by enhancing the aspirational value through exciting customer-focused events and launches.
The company has been carrying out its product planning, marketing, and customer engagement strategies in line with the brand’s global image of “Excitement, Style, and Sportiness” since 2018, with the announcement of each phase of “The Call of the Blue” brand campaign. As a result, 8 new international items with a premium category focus were released. As a result, Yamaha’s market share in the premium motorcycle segment impressively increased, rising from 10% in 2018 to 15% in 2021.
Also published was a new advertising campaign video for “The Call of the Blue” Version 3.0. The movie shows how many young people from various backgrounds aspire to possess a Yamaha and how each Yamaha product improves their quality of life. As they travel together to make new experiences and progress with “The Call of the Blue,” it also shows how youth aspirations become a reality.
Yamaha is increasing the excitement factor as part of this energising brand campaign by hosting engagement events like “The Call of the Blue Track Day,” “Blue Streaks’ Ride,” and “The Call of the Blue Weekend” and providing all of its customers with a premium ownership experience.
Additionally, to strengthen its position in the premium market, the firm is actively growing its present network of more than 80 Blue Square showrooms, giving its clients a venue to engage with the brand and take advantage of a distinctive buying and ownership experience. India Yamaha currently runs more than 1800 Touch Points throughout the country.
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