John Abraham will now zoom in Yamaha ads

MUMBAI: Until now, John Abraham's passion was the Kawasaki Ninja, which he is very possessive about. Now the hot lad will ride the Yamaha as the company has roped the passionate biker as its brand ambassador.

Through the association, John will play a key role in advertising, product and brand communication for Yamaha for a period of two years.

The announcement comes at a time when Yamaha is evolving its market strategy for the Indian two-wheeler market from just utility to bringing back pleasure in biking. To complement its strategy, the company will also announce its plans to launch a slew of new models in next few months. Over the last two months, the company has already introduced two new models CRUX S and Libero LX, City Cruiser.

Speaking on the development Yamaha Motor India CEO and managing director Yanagi said, "Yamaha India is at a threshold of making new products in line with its global image. In John we have found a celebrity who truly fits into Yamaha's brand image. The association with John is in synergy with our marketing strategy of giving our bikes a sporty, innovative and stylish new look to recapture the imagination of our customers. All the products will be backed by international Yamaha quality and latest technology."

Adding further he said, "My first bike was a Yamaha; I really longed for Yamaha, saved up for it and even borrowed money to buy it. So my emotional connect with Yamaha is very strong. When I am low biking gives me high, when I am angry biking calms me. In my weak moments biking makes me strong. At heart I am a biker."

Yamaha will introduce its new ad campaign that will see John indulge in his passion for Yamaha's bikes. The television campaign will hit national channels soon.