Yamaha's scooter Ray aligns with DDB Mudra

By Mumbai , afaqs!, Mumbai | In Advertising | April 24, 2012
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The agency will handle both the creative as well as the media duties for the upcoming brand, which is slated to be launched in mid-2012.

Yamaha Motors has appointed DDB Mudra Group as the creative and media agency for its upcoming scooter brand, Ray. DDB Mudra will handle the creative duties, while the media duties will be with DDB Mudra Max, the media arm of the DDB Mudra Group.

DDB Mudra Group


The business will be managed out of the agency's Delhi office. Although the annual spend on the media could not be ascertained at the time of filing this report, it is known to be substantial.

Sources close to the development have confirmed the news to afaqs!. However, the agency is yet to get the letter of confirmation from the client.

The final battle was between Dentsu India and DDB Mudra.

ADK Fortune, which is a joint venture between ADK Japan and WPP Plc handles the motorcycle brands of Yamaha.

It's interesting to note that Yamaha, the Japanese brand, has aligned itself with a non-Japanese agency this time.

It may be recalled that in March, afaqs! had reported about the beginning of a pitch process in Delhi. The company had invited presentations from various agencies based in the capital.

Earlier, at Auto Expo 2012, Yamaha Motor had unveiled its plan to launch a scooter prototype in India, called Ray. The company had also mentioned that the scooter prototype signifies 'Cool and Beauty' image and targets young Indian girls. With the launch of the scooter model later this year (probably the second half of 2012), Yamaha will be present across all growing two-wheeler segments.

This is the first time that Yamaha Motors is entering the scooter industry in India. Globally, the company has very interesting scooter offerings and it intends to bring the range to India as well.

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