Call it a 'catch them young' strategy or 'pester power' initiative, automobile giants Yamaha Motor India and Honda Motorcycle and Scooter India have launched on-ground campaigns to inculcate road safety habits among kids. While Yamaha has unveiled its maiden brand mascot, Honda has partnered with Pogo for an association with the cartoon character, Chhota Bheem, for its campaign.
The campaign will give kids an opportunity to meet Chhota Bheem and get clicked with their favourite super hero. It will also provide safety riding tips. All Honda dealerships will carry new POP material to spread road safety messages amongst kids, suitably supported by free distribution of road safety education material in schools. There will also be a Chhota Bheem TVC on Pogo (to be released by Honda) to spread road safety messages backed by an aggressive digital media campaign.
Y S Guleria, vice-president, sales and marketing, Honda Motorcycle and Scooter India, explains, "Safe riding is Honda's priority worldwide and in India, too. Research showed us that not just 73 per cent kids between 4-14 years but also a high percentage of parents regularly watch Chhota Bheem. With his lively presence, Honda will spread safety message forward among kids and their families."
Juhi Ravindranath, vice-president, ad sales, South Asia, Turner International India, states in an official communiqué, "Chhota Bheem's immense popularity and admiration with kids and parents only helps us reinforce the message of road safety."
Yamaha, too, has released a mascot and is engaging kids through a contest to name the mascot. The new mascot was conceived and developed by Yamaha Motor India.
The company plans to finalise the name of the mascot through the contest, which will run between January 10 and January 27. Only kids in the age group of 5 to 12 years can participate in this contest by registering their name at the nearest Yamaha dealership. The winner will be rewarded with a one year scholarship and other attractive prizes. The winning name will be announced on February 5.
Yamaha claims that the mascot has been envisaged to promote this programme and strengthen the brand connect with kids.
As a part of the campaign, Yamaha will also be going to about 300 schools across India interacting with children. The mascot of the company will be present in most of the schools explaining to kids the importance of helmets, seat-belts and the working of traffic signals. The company has appointed 12 trainers who have undergone a special training in Yamaha Motor Company Japan.
The company adds that Yamaha Children Safety Program is a significant step towards strengthening its position in the market. It is a social initiative by the company to educate and influence both parents and children about vital road safety measures. The mascot has been developed to arouse interest among kids about the programme.
Unveiling the Yamaha mascot, Masaki Asano, managing director, Yamaha Motor India Sales, says, "The launch of the brand mascot is a landmark occasion in Yamaha's journey in India. The mascot is an extension of the Safety First campaign for the families in India. We are hopeful that the mascot will create awareness by appealing to the children and parents to participate in Yamaha Children Safety Program. The ongoing initiative is also meant to ensure that riding is associated with fun."