Suzuki Hayate rides on Dabangg 2

The brand will give away 15 motorbikes and a chance to meet actor Salman Khan. It has planned print, television and on ground activities.

Suzuki Motorcycle has tied up with upcoming movie Dabangg2 to launch its new campaign, 'Dabangg2 Dumdaar, Hayate Shaandar'. Apart from print ads and on-ground activities, Suzuki is will also run a contest where 15 people, who have bought the 112.8 cc Suzuki Hayate bikes in December, will get it free. And five of the 15 winners will get a chance to meet Dabangg2 star Salman Khan. The winners will be chosen through a random computerised draw.

The campaign will further cash in on the existing television commercial, which features Dabangg's protagonist Chulbul Pandey, played by Khan. The commercial shows clips from the movie, in which Khan is shown riding the bike. The commercial was instrumental in popularising the tagline - Suzuki Hayate, yuhi nahi chalate.

Anu Anamika, national head, marketing, Suzuki Motorcycles, explains that Suzuki Hayate, from its launch in May, 2012, has derived its persona from the movie's Chulbul Pandey avatar of being a tough, dependable and robust motorcycle. "So, it made sense to be part of Dabangg2's promotion.," she says. In fact, Khan's association with the brand has yielded phenomenal results, especially in high brand recall.

The print ads of the campaign will be released a week before the movie's launch, on December 21, in national as well as regional papers in key marketSuzuki has also tied up with PVR Cinema and single screen theatres to display the bike.

Suzuki Hayate dealers - roughly 200 in the earmarked regions - will create a buzz about the campaign by engaging in below the line (BTL) activities such as banners, demo vans showcasing the bike and test drives. "More than sales, we are counting on numbers. This is not a festive season, we don't have great expectations on sales. But what's important is brand association and recall,"

explains Anamika. While Suzuki refused to divulge the campaign budget, the amount is said to be substantial.

Suzuki Hayate's creative duties are handled by R K Swamy BBDO, while Brandserve takes care of its media planning and buying services. Magnon Solutions looks after its digital mandate.