Building on the success of its previous campaigns, India Yamaha Motor (IYM) has officially unveiled Version 4.0 of its flagship brand campaign, ‘The Call of The Blue’. With the new slogan, ‘Hear the Call Now’, the campaign takes a fresh, dynamic approach, aimed at engaging the next generation of motorcycle riders. This progression from the earlier ‘Have You Heard the Call?’ is designed to capture the imagination of young, aspiring riders, fueling their passion for Yamaha’s premium products.
Tailored for the youth, ‘The Call of The Blue’ Version 4.0 underscores Yamaha’s core values, global heritage, and commitment to high performance. It highlights the growing trend among Indian customers who seek not just superior engineering, but premium riding experiences. By introducing world-class motorcycles with higher engine displacements and launching immersive customer engagement activities, Yamaha aims to strengthen its market share in the premium two-wheeler segment, positioning itself as the top choice for serious motorcycling enthusiasts in India.
On the campaign’s launch, Mr. Eishin Chihana, Chairman of Yamaha Motor India Group of Companies, stated, “Yamaha is proud to bring the joy of motorcycling to Indian consumers with our exceptional product portfolio and unforgettable ownership experiences. Version 4 of ‘The Call of The Blue’ reinforces our commitment to inspiring the youth to embrace the thrill of riding, as we continue to innovate and differentiate ourselves in this fast-paced market.”
To mark the occasion, Yamaha has released an exciting new film. Set in a movie theatre, the story follows a group of children captivated by Yamaha’s iconic two-wheelers on screen. As they exit the theatre, they are surprised to see these very models waiting for them in the real world, further enhanced by a new anthem that’s crafted to connect with the musical tastes of today’s youth.
Since the campaign’s inception in 2018, ‘The Call of The Blue’ has evolved with each edition, reflecting Yamaha’s brand pillars of Excitement, Style, and Sportiness. Version 4.0 promises to elevate the experience further, with Yamaha reinvigorating its customer engagement initiatives, including Track Day events, The Call of The Blue Weekends, Overnight Tours, and Blue Streaks Community rides. This edition is expected to drive deeper brand penetration across India, fostering a growing community of Yamaha riders.
Yamaha continues to pave the way for the future of motorcycling in India, blending superior technology with a passion for riding. ‘The Call of The Blue’ Version 4.0 is not just a campaign; it’s an invitation to join the revolution.
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