Suzuki Hayate: Dabangg meets Rajnikanth

Salman KhanAn extension to the 2012 campaign, Suzuki’s new ad features Bollywood actor Salman Khan.Reuters

Campaign: Chulbul Pandey Rides Hayate To Deccan

Brand: Suzuki Hayate

Company : Suzuki Motorcycle India

Agency: RK Swamy BBDO

The Campaign

Suzuki Motorcycle India, a subsidiary of the two-wheeler manufacturer Suzuki Motor Corporation, Japan, has launched a new ad campaign for its bestselling mass segment motorcycle – Suzuki Hayate. An extension to the 2012 campaign, Suzuki's new ad features Bollywood actor Salman Khan in his characteristic Dabangg persona of Chulbul Pandey, this time in a full blown south Indian avatar.

The ad features Khan manoeuvering his Hayate through meandering streets in a south Indian town while recapturing the much acclaimed tagline - "Suzuki Hayate, yun hi nahi chalate!". Challenging Chulbul's heroism is 'Gundappa', a character played by veteran south Indian actor Kota Srinivasa Rao, who is known for his prowess in blending comedy with villainy. Gundappa and his gang of friends are seen selling cinema tickets in the black market. Enter Salman Khan aka Chulbul Pandey riding his trusted Hayate. A constable points at Gundappa and his group. There starts an action-packed sequence as Khan gives chase effortlessly riding the Hayate. Ultimately Khan is able to arrest Gundappa and stop the black market racket. The ad ends with Khan reciting the tagline and urging the viewers to buy Hayate.

Our Take

Unlike most of the motorcycle brands which tend to target the smart youth of today, quite evidently Suzuki Motorcycle intends to capture the attention of the masses that reside in rural areas and semi-urban peripheries. And when that's the choice, what better than to chose Salman Khan in his Dabangg avatar to help position that brand just right! The first Suzuki ad with Khan was quite a roaring success - viewers could not forget the Salman-Suzuki association. Now even as that association continues, the latest ad only makes it clear that Suzuki Hayate does not just intend to be a product for consumers belonging to a particular geographic and psychographic segment (read Hindi speaking markets), but is rather ready to go pan-India. If not, how does one explain the Salman Khan-Kota Srinivasa Rao combination? A south-Indian twist can definitely help expand the brand's reach.

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