Yamaha Motors appoints ADK
19 Nov 2009
Yamaha Motors India has roped in ADK Fortune as its creative partner. ADK Fortune is a joint venture between JWT and Japanese advertising agency, ADK. Yamaha Motors media duties are being looked after by GroupM's Mindshare.
Yamaha's position in the past revolved largely around commuter biking. The image has now changed to performance, stylish and sporty, tageting youth.
The multi-agency pitch included Hakuhodo Percept, Dentsu Communications, Bates 141 and Grey Worldwide. JWT handles the creative duties of another bike brand, Hero Honda. The agency has been the brand's creative partner for quite some time now.
As compared to Yamaha's marketing spend of about Rs130 crore last year; the figure this year is about Rs100 crore.
About Rs45 crore of this will be directed towards above-the-line/traditional advertising. Of this, 75 per cent would be allotted to television; about 10 per cent to print and the rest to out-of-home (OOH) and radio.
Advertising on radio would be mostly on a local level, with local offices taking it up as per their need.
Yamaha's position in the past revolved largely around commuter biking. The image has now changed to performance, stylish and sporty, tageting youth.
The multi-agency pitch included Hakuhodo Percept, Dentsu Communications, Bates 141 and Grey Worldwide. JWT handles the creative duties of another bike brand, Hero Honda. The agency has been the brand's creative partner for quite some time now.
As compared to Yamaha's marketing spend of about Rs130 crore last year; the figure this year is about Rs100 crore.
About Rs45 crore of this will be directed towards above-the-line/traditional advertising. Of this, 75 per cent would be allotted to television; about 10 per cent to print and the rest to out-of-home (OOH) and radio.
Advertising on radio would be mostly on a local level, with local offices taking it up as per their need.