Q] With increasing competition in the two-wheeler market, what key factors do you believe continue to make Yamaha stand out among Indian consumers, particularly in the younger demographic?
The aspirations of our young audience are vast and ever-evolving, shaped by each passing year and the latest trends in the country. We’ve always stayed connected to our customers. Whenever we launch a new product, service, or activity, we invest a lot of time in investigating and surveying the needs of our customers and the latest trends. Our offerings are based on these insights, and we combine that with our international expertise, bringing in elements that work well in global markets and customising them for Indian conditions. We are a racing brand with a decades-old association with racing, which sets us apart from the competition in India.
Q] Please tell us how the brand’s journey in India has evolved over the past four decades and what this achievement means for Yamaha?
From the iconic RX100 to now the R15, MT series, FZ series, and scooters, it has been a remarkable journey. We have successfully maintained our core DNA, which is racing, and have kept it alive for the past four decades. Early on, we understood that Yamaha in India is known for its performance, style, and design. Since then, we have been focusing on these attributes of the brand, and all the products and activities we’ve designed in India reflect this DNA. The launch of an iconic model like the R15, which was India’s first super sport bike back in 2008, is a testament to this. It was technologically advanced, featuring India’s first liquid-cooled engine. These innovations have positioned Yamaha as a premium brand in the segment, and customers have appreciated our offerings.
Q] Tell us a bit about the ‘Call of the Blue’ campaign. How has this campaign evolved since its inception in 2018, and what role has it played in shaping Yamaha’s identity?
In 2017, we realised that we needed to do something different for the market, especially for the growing Gen Z audience and the younger generations. We already had a decent market share and volume in India, but we knew we needed something extra to take it to the next level. We named it ‘Call of the Blue’ as blue is our racing colour, representing the call of Yamaha, racing, and the inner want to ride a Yamaha. In the first season, we had an emotional connection in the film—a young boy plays with a miniature Yamaha toy bike. Now in the fourth season, we’ve taken creative liberties with the narrative. The boy has now grown into a teenager, but his love for Yamaha continues. As the kid evolved, so did the product portfolio, with significant upgrades. We’ve consistently expanded our product offerings in the campaign, now including the MTs, the R series, and other models with global lineage. Over the past four years, we’ve successfully upheld three core aspects of the campaign: exciting, stylish, and sporty, which is what the brand stands for in India.
Q] Recently, Yamaha has introduced the MotoGP edition R15M. What kind of response have you received so far?
Whenever we launch replica models of our MotoGP machines, they’re always in high demand and available only through bookings. This year is no different, as we have limited units available. We’ve received an overwhelming response from biking enthusiasts who have a strong love for both the brand and racing. It’s always our responsibility as a racing brand in India to bring these kinds of limited editions to our audience.
Q] Yamaha has introduced several consumer-focused initiatives, such as weekend activities and community-building efforts. What unique strategies have you employed to create such a dedicated community of Yamaha enthusiasts?
When we launched the ‘Call of the Blue’ campaign in 2018, we streamlined all of our actions under this umbrella, including products, promotions, and our network strategy. Our dealership footprint is called ‘Blue Square,’ embodying the same essence of the campaign. Our ‘Track Day’ events invite riders to bring their machines and ride on a racetrack. It’s a full-fledged program where we provide them with riding gear and a suit, allowing them to experience the power of these machines in a controlled environment, under expert guidance. The technology in these bikes mirrors what MotoGP riders use, and riders can push their bikes to the limit—something they might not be able to do on regular roads. In addition to that, we have ‘Call of the Blue’ weekends and touring events. These are all part of our effort to connect with our audience, listen to their feedback, and maintain a two-way dialogue about our products, services, and engagement programs.
Q] Given the rise of digital platforms, how do you plan to leverage online and offline channels to maximise engagement and sales?
Our media mix has evolved over time, transitioning from a traditional approach to a modern one. Our core target group being 18 to 24 years old, we are aware of the media consumption habits of this audience. In addition to mass media, such as television and print, digital plays a crucial role in our promotional strategy and media mix. We will leverage digital platforms for incremental reach and to communicate our product and festival offerings to our audience on a one-to-one basis. We plan to use digital extensively and will implement an influencer strategy that focuses on original content. It’s encouraging to see that regional markets and digital platforms are improving everyday, with vernacular content consumption on the rise across all markets. Therefore, we plan to engage regional influencers to promote these offers.
Q] The two-wheeler industry is witnessing significant changes with the rise of electric vehicles (EVs) and sustainability initiatives. How is Yamaha planning to adapt to these shifts?
It’s too soon for me to comment on EVs because we see a lot happening in the market. There are new entrants emerging, and existing Internal Combustion Engines (ICE) manufacturers are also transitioning to EVs. However, when the industry matures and there is sufficient scope, we will also have a product ready for that. Globally, we have EVs available.
Q] What are Yamaha’s upcoming strategic priorities for India, both in terms of product innovation and market expansion?
In terms of market expansion, we are increasing our footprint and our Blue Square network on a pan-India basis. We are already active in several locations, but we will definitely improve our numbers with regards to the network. As for our initiatives and strategies, we will continue with our premium strategy and the brand campaign ‘Call of the Blue’ as India’s young population continues to grow. Regarding our products, everyone knows that Yamaha products are head-turners. We will continue to focus on that aspect, and all future offerings will embody the Yamaha DNA—power-packed, stylish, speedy, sporty, and innovative.
PROFILE
Vijay Kaul is a seasoned professional, boasting over two decades of hands-on expertise in Marketing Strategy, Brand Management & Public Relations. His journey with Yamaha India commenced in 2006 as an Area Sales Manager, and currently, he is leading the Marketing Strategy Division at Yamaha Motor India Sales as a General Manager. With 18 years of steadfast service to the company and his entire career devoted to the two-wheeler industry, he is the go-to person for the company insights, consumer trends, and market dynamics.
ABOUT THE BRAND
Yamaha Motor made its initial foray into India in 1985 as a joint venture. In August 2001, it became a 100% subsidiary of Yamaha Motor Co., Ltd, Japan (YMC). In 2008, Mitsui & Co., Ltd. entered into an agreement with YMC to become a joint investor in India Yamaha Motor Private Limited (IYM). IYM’s manufacturing facilities comprise State-of-the-art plants at Surajpur (Uttar Pradesh) and Kanchipuram (Tamil Nadu).
FACTS
Creative Agency: Hakuhudo Lync (Bangalore Team)
PR Agency: Current Global
