Yamaha Motor India has joined the sponsorship bandwagon in India to enlarge its footprint in the country by getting popular and increasing sales. This is aimed at improving the firm’s brand equity in the country among females and the Japanese auto maker has associated itself with the Fascino Miss Diva 2014 event.
An event introduced last year, Miss Diva is considered to be a type of a franchise for Miss Universe and auditions across cities in the country will begin from 31st July. The main aim of the event is to look out for Divas who completely personify a combination of beauty and intelligence. A big ticket and prizes await participants as the winner of the competition will represent the country at the Miss Universe 2014 pageant. Miss Universe is a yearly beauty contest that is executed by Miss Universe Organization, which also conducts Miss Earth and Miss World. According to the event claims, it would be looking for a girl with the right attitude, looks, oomph, smartness and the ability to bring Indian glory on a global level.
Roy Kurian, Vice-President of Yamaha Motor India Sales Pvt. Ltd., spoke about the entire scenario and said it is a proud moment for the firm to be associated with such a contest. “We are proud to be the title sponsor of the Miss Diva 2014. As a youthful brand, we want to fascinate and bring further excitement to our young female audience with a concept called ‘Fascino’. Indian girls are going beyond the conventional boundaries and are setting new standards. With this in mind, we at Yamaha, want to support, encourage and give them a more fulfilling life with our products & services so that they feel charmed about our brand and fascinated indeed,” he said.
Yamaha, in the past, launched the Ray scooter, considering the huge demand for scooters in the country, especially from the female youth in cities, especially the working women. In addition, dealerships of the firm worked together to make motorcycle showrooms better places to sit and be for women by introducing higher levels of comfort. Better washrooms and waiting lounges were added in that category so that females do not have any issues in coming and looking at scooters. Another interesting thing that was done to make females feel comfortable was the addition of women staff, who could deal with customers and make them understand things in a much better way. Not surprisingly, sales of the scooter increased manifold and the firm was pretty happy with the results. Now, the firm feels that collaborating with this event, which will reach out in cities like Ahmedabad, Indore, Lucknow, Kolkata, Bangalore, Chandigarh and Pune, thereby making Yamaha’s presence even stronger.
