Ad analysis for SUZUKI HAYATE

Aug 19, 2014Download as pptx, pdf

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Suzuki Motorcycle India launched a new advertising campaign for its Suzuki Hayate motorcycle. The ad features Bollywood actor Salman Khan riding the Hayate to chase and catch an escaped prisoner. The ad targets men aged 20-40 in rural and suburban areas. It aims to increase brand visibility and establish an emotional connection with fans of Salman Khan's popular "Dabangg" character. The commercial shows that the Hayate has good weight capacity and balance. However, it does not clearly showcase the bike's features and depicts the police inspector as too casual.

Advertisement Analysis
Presented by: Lekha Manka
Roll no: 13025

Product
Suzuki Motorcycle India (SMIPL), a subsidiary of one of the world’s leading
two-wheeler manufacturers, Suzuki Motor Corporation, Japan, has launched a
new ad campaign for its bestselling mass segment motorcycle – Suzuki
Hayate.

Interpretation of the Ad
• Created by RK Swamy BBDO, the film opens with a constable informing his
senior about a prisoner having escaped. Khan hears this and enters the
scene in Chulbul Pandey (character from Dabangg) style and announces that
he will catch the criminal with the help of his Hayate.
• He cruises calmly on his bike with a constable riding pillion as they chase the
prisoner. At one point, the constable starts chase on foot, while Khan
continues on his Hayate. Khan's smart chase leads to the prisoner jumping
over a high wall and into a building.
• The prisoner thinks he has escaped for good, but only until he realises that
he's been chased into the premises he had bolted from.The film ends with
the constable shown offering sweets to Khan to celebrate the purchase of
his new Hayate.

Feature Highlights of the Ad
• The commercial shows that Suzuki Hayate has good weight bearing
capacity and also has good balancing ability which is differentiating factor
from other bikes in the market
• It is launched in an unusual color, although its color variant is shown in the
end.

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Ad analysis for SUZUKI HAYATE

1. Advertisement Analysis Presented by: Lekha Manka Roll no: 13025

2. Product Suzuki Motorcycle India (SMIPL), a subsidiary of one of the world’s leading two-wheeler manufacturers, Suzuki Motor Corporation, Japan, has launched a new ad campaign for its bestselling mass segment motorcycle – Suzuki Hayate.

3. Analysis Parameters • Type of Advertisement: Informative and Persuasive Ad • Targeted customers: Men of rural and sub urban areas • Targeted age group: 20 -40 years • Tagline: “ Suzuki HAYATE uhi nahi chalate “ • Attention seeking criteria: 1) Use of Brand ambassador as Bollywood actor Salman Khan in his Dabangg avatar 2) In the commercial they have mixed the nursery rhyme “ Jack and Jill went up the hill ” to show the happenings in the advertisement. • Date of Appearance: March 2012

4. Interpretation of the Ad • Created by RK Swamy BBDO, the film opens with a constable informing his senior about a prisoner having escaped. Khan hears this and enters the scene in Chulbul Pandey (character from Dabangg) style and announces that he will catch the criminal with the help of his Hayate. • He cruises calmly on his bike with a constable riding pillion as they chase the prisoner. At one point, the constable starts chase on foot, while Khan continues on his Hayate. Khan's smart chase leads to the prisoner jumping over a high wall and into a building. • The prisoner thinks he has escaped for good, but only until he realises that he's been chased into the premises he had bolted from.The film ends with the constable shown offering sweets to Khan to celebrate the purchase of his new Hayate.

5. Feature Highlights of the Ad • The commercial shows that Suzuki Hayate has good weight bearing capacity and also has good balancing ability which is differentiating factor from other bikes in the market • It is launched in an unusual color, although its color variant is shown in the end.

6. Why a Brand Ambassador ? Riding on star power • Attempts to break through the clutter prevailing in the two-wheelers space and establish an emotional connect with people. • One of the biggest threats to the company was the strong brand loyalties that exist in this segment and a celebrity endorsement can add an extra zing to the brand and give it a firm head start. • The company had signed actor Salman Khan as brand ambassador to increase the visibility in the country. • Salman Khan is a passionate biker and a discerning brand endorser. • Salman Khan’s national, cross-market, cross-segment appeal combines well with the company’s brand theme of ”ApnaWay of Life.”

7. • The entire campaign was conceptualised keeping in mind the target audience which resides in rural and semi-urban peripheries and has a massive fan following for Salman’s ‘Dabangg avatar.’ • Radio and print advertisements.

8. Positive and Negative effects Positive: • The ad shows the bike being used by a Bollywood star in the avatar that was very popular during the release of the ad.This will make the buyer feel like the star. • In the commercial it is shown that Salman Khan is able to ride the bike very comfortably even on small road which are quite crowded. Negative: • The police inspector is shown to have a very casual attitude. • The inspector is relaxed even after informing him about escape of the prisoner • It is shown that the inspector could catch the prisoner because he had the bike Hayate • The features of the bike are not shown /mentioned clearly

9. Advertising agency • Agency: RK Swamy BBDO • Client: Suzuki Motorcyle India • Creative : Ajmer Pratap Singh,Ankur Suman and Abhishek Dubey , • Servicing :Ajit Shah, Sunil Kukreti,Varun Sinha and ManaliGoel • Planning : Arnab Datta Chaudhuri andVibhor Bajaj • Producer of the campaign: Harsh Dave • Production House: IBIS Productions • Media buying agency: Brand Serve

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Ad analysis for SUZUKI HAYATE

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