Yamaha India recently announced its association with the coveted Pond’s Femina Miss India 2012 to strengthen the brand equity of its newly launched Ray automatic scooter.
The contest which is in its 50th year running is targeted towards identifying the diva who will be a perfect personification of beauty and intelligence. She will represent India on international platforms with aplomb and confidence and will strengthen the fact that Indian girls have always been at par with their counterparts from other parts of the world.
Yamaha India which recently launched its stylish and peppy scooter ‘RAY’ is targeting such young urban Indian women who are independent, intelligent, ambitious and have the talent within them to achieve all that they desire.
Speaking at the occasion, Mr. Roy Kurian, National Business Head, India Yamaha Motor said, “Yamaha is proud of its association with Ponds Femina Miss India as this gives us a good opportunity to reach out to all those young girls who have been especially kept in mind while conceptualizing our newly launched RAY scooters. While a prestigious pageant like the Ponds Femina Miss India gives these young girls a platform to showcase their individuality which makes each of them unique from another, it also gives Yamaha a chance to explore this enriching experience with our unique range of RAY scooters. We hope that as we go along, we make memories that will help people understand the brand Yamaha better.”
While RAY is a definite crowd puller in terms of looks, it also offers a very friendly ride. Just like the coveted Miss India crown that hundreds of hopeful vie for, RAY is already generating a lot of interest. The company is thus confident that this association will have a positive effect on the brand image of Yamaha & will further enhance Yamaha’s brand equity.
Yamaha is primarily a bike manufacturer, but with its association with Ponds Femina Miss India, the company hopes to reach out to all those young girls who have been especially kept in mind while conceptualizing the newly launched RAY scooters. The company is confident that this is the beginning of a symbiotic relationship not just between Yamaha and Ponds Femina Miss India but also between RAY and the millions of young Miss Indias of the country.
The Miss RAY contest was the first of its kind hunt for a local brand ambassador for the new range of Yamaha scooters, held in Hyderabad recently. Having received an overwhelming response in its first edition in Hyderabad, the company is planning to introduce the Miss RAY concept, in other cities as well. Through this activity, the company is providing millions of young girls all over the country an opportunity to take centre stage and show what it takes to be a winner just like the new RAY.