Toyota stimulates adrenaline rush with its new 'Waku-Doki' campaign featuring youth icon Virat Kohli
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The Indian subsidiary of the Japanese car maker Toyota Motor Company has recently launched its new advertising campaign with a brand-new philosophy of 'Waku-Doki'. The creative agency behind the new campaign is Percept H and the commercial is targeted at the youth of India. This interesting concept from the car maker exhibits its promise of ‘Toyota will make your heart go Waku-Doki’. Here Waku-Doki translates to ‘heightened anticipation and excited heart thumping’.
Toyota has signed the young Indian national cricketer Virat Kohli as its brand ambassador, who features in the Television Commercial (TVC) of the campaign. Through this new concept, the Japanese car maker also invites individuals to share their Waku-Doki moments. Commenting on the new philosophy, Deputy-Managing Director (MD), Toyota Kirloskar Motor (TKM), Sandeep Singh said, “Waku-Doki is a Japanese phrase and it is a short form of ‘Waku Waku-Doki Doki’, which literally means ‘heightened anticipation and excited heart thumping’. Through this new idea ‘Waku-Doki’ we are attempting to convey to the nation the thrill, fun and excitement in individual’s daily lives.”
To better understand this new Japanese philosophy of 'Waku-Doki', one needs to have an in-depth knowledge about Japanese culture. Waku-Doki is a Japanese phrase translating into adrenaline rush, excitement or thrill. Taking Virat Kohli as the brand ambassador would help the brand connect instantly with the youth for whom he is an icon. It seems that the company has struck gold with the combination of its Waku-Doki concept and Kohli.
Recently, Toyota Etios line-up touched the milestone of sales of 1 lac units in India and gave the car maker the perfect opportunity to launch the new campaign. Toyota is also conducting a Waku-Doki contest which has already started from June 21, 2012 and will end on July 31, 2012. This lucky-draw competition invites submission of Waku-Doki moments from the audience. Individuals can also upload a picture or a video to their entry. The winners of the lucky-draw will take home a Nokia Lumia 710 handset, five Toyota branded Benetton wrist-watches or 10 cool sippers everyday from Monday till Friday.
The campaign has been aimed at grabbing the attention of the car buyers all over the world. And the combination of the ace national cricketer and an exciting contest is working its magic to solidify the brand value of Toyota in the country.
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Its a waste of money from tayota part.. it does not connect with audience in any way... poor marketing strategy.. and Kholi's inability to bring some real expressions adds misery... Toyota must know that bringing any cricketer as an ambassdor doesnt automatically translate into success. Moreover, audiences are fedup with cricketers and cricket.. Instead football is making news in india and will be big one day..July 13, 2012 by Sammy
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