India Yamaha Motor has launched a unique 9-day door-to-door campaign around New Delhi to promote their new scooter Ray. The campaign that began on November 1 and ends on November 10, involves six girls who will ride the Ray to different locations in the city. They will start from a particular dealership and travel through the city and reach another dealership at the end of the day, with stops at colleges, schools and shopping malls to promote the scooter among young female buyers who form the bulk of prospective buyers.
The Ray is India Yamaha Motor’s debut in the scooter segment. The Ray, designed with an urban female commuter in mind, has been well received. The company has also initiated a Yamaha Female Riding Training programme that will be held in cities across India. Related: Yamaha RAY first ride
Roy Kurian, National Business Head, India Yamaha Motor, said, “We launched the Ray in India due to the huge demand that this segment was witnessing in the country, with college students and young working women showing increased affinity to purchasing lightweight and highly efficient scooters. The new Ray has been designed and engineered to answer the needs of this growing class of young female customers who want a scooter that is stylish, compact, and easy to use and has a fresh new appeal. Through this campaign we are trying to add further excitement amongst our target audience. The campaign will showcase the spirit of adventure that is associated with the Ray and which it promises to deliver to its customers.”