Yamaha has launched the fourth edition of its flagship brand campaign, ‘The Call of The Blue,’ aimed at youthful and energetic customers. This latest version reinforces Yamaha’s core values, global heritage, and ethos, while reigniting the brand’s aspirational appeal.
Chennai, September 19, 2024: Building on the momentum of previous campaigns, India Yamaha Motor (IYM) has unveiled Version 4.0 of ‘The Call of The Blue,’ reaffirming its premium status in India’s two-wheeler market. The campaign slogan, ‘Hear the Call Now,’ is an evolution of the earlier ‘Have You Heard the Call?,’ targeting young, emerging motorcycle enthusiasts and catering to their aspirations for Yamaha products.
This new campaign, focused on youth, emphasizes Yamaha’s foundational values and rich heritage. It also aims to inspire a deeper passion for motorcycling, resonating with today’s customers who seek high-performance and premium experiences. By introducing advanced products and immersive consumer engagement, Yamaha hopes to strengthen its position in the premium segment and establish itself as the top choice for India’s motorcycle enthusiasts.
Mr. Eishin Chihana, Chairman of Yamaha Motor India Group of Companies, expressed pride in Yamaha’s ability to provide Indian consumers with exceptional motorcycles and ownership experiences. He noted, “With the launch of the 4th edition of ‘The Call of The Blue,’ we aim to inspire young riders to embrace the joy of motorcycling, reinforcing our brand’s core values and positioning us distinctively in this competitive market.”
To complement the campaign, Yamaha has released a new film featuring young kids enthralled by a movie showcasing Yamaha’s iconic bikes. As they leave the theatre, they are excited to find the same models on the streets. The film also debuts a new anthem for ‘The Call of The Blue,’ created to resonate with today’s youth and their musical tastes.
Since its launch in 2018, each version of ‘The Call of The Blue’ has aligned Yamaha’s product planning, marketing, and customer strategies with its brand identity of excitement, style, and sportiness. Along with new product offerings, Yamaha will continue to engage customers through initiatives like Track Day, The Call of The Blue Weekends, Overnight Tours, and Blue Streaks Community rides, expanding its reach across the country.