Kinetic SYM Flyte TV campaign ranked among top 10 television ads in January 2008

Company Brief

Mumbai, February 26, 2008

In an independent research conducted for leading newspaper Mint¸ Kinetic SYM Flyte’s Ride the Change TV campaign featuring Bipasha Basu has ranked among top 10 TV campaigns in the country for January 2008 . Notably, it is the only automobile ad to have featured in the list, despite heavy advertising by several other automobile brands, including four wheelers, as well as motorcycles.

The research was conducted for Mint by Synovate India, a global market research agency, and supported by TV Ad Index, an ad monitoring firm. The survey covered 750 respondents between age group of 18-40 - 250 each in New Delhi, Mumbai and Bangalore. The scores were compiled on spontaneous recall, aided recall and likeability. The top ads are selected on the basis of their score on the ad reach index. The Flyte campaign ranked 8 th in the country with 79% awareness, 92% brand recall and an ad reach index of 73.

Synovate also compiled an “ad diagnostic score” which indicates the success of a TV commercial in breaking through the clutter. The ad diagnostic score is an average of an ad’s likeability, enjoyment, believability and claims score. The Flyte campaign again made it to the top ten list for ad diagnostics with a score of 83 and the 5 th rank in the list.

The Flyte campaign, conceptualized by advertising agency of Publicis - Ambience features leading actress and Kinetic brand ambassador Bipasha Basu as today ’s modern & confident Indian woman ready to break away from previous frivolous stereotypes. The campaign is a breakthrough in terms of portrayal of Indian women in advertising, as it showcases that Indian women are now smart, confident and ready to take on the world. Flyte from Kinetic’s association with Taiwan’s SYM, is an advanced 125cc scooter packed with technology and features, ideal for women. The TV campaign has been calibrated as “ Ride The Change”.

For complete details, visit: http://www.livemint.com/2008/02/25021243/Top-of-the-Mind--Reaching-8.html.

For further information please contact:

Hanmer & Partners

Tanya Desousa

Tel: 67524672

Mob: +09819064509