In a move to strengthen its brand equity among young urban women consumers, automobile company Yamaha, with its sub brand Yamaha Ray, announced its association with the 50th Pondâ€™â€™s Femina Miss India. Yamaha entered the scooter market in India, in September this year, with the launch of Ray at a price of Rs 46,000 (ex-showroom) to target this set of TG.
Speaking on the association with the beauty pageant, Roy Kurian, National Business Head, India Yamaha Motor said, â€œYamaha 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 conceptualising 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.â€
Earlier too, the company connected with its main TG by holding contests such as the Miss Ray talent hunt in Hyderabad. It was a hunt for a local brand ambassador for the new range of Yamaha scooters. The company is planning to extend the concept to other cities as well in the near future.