MUMBAI: Mudra Communications in a move to reposition the Yamaha Crux, has unleashed a new campaign which aims at capturing emotions and values of an Indian middle class family. Keeping the Indian values as its motive, the ad conveys approachability and affordability of the brand, without compromising on quality.

 
 
Commenting on the new TVC Mudra Communications president Hemant Misra said, "This new ad campaign is a result of extensive consumer research which has led to a fresh insights. The campaign is expected to play a vital role in creating an endearing bond between the brand and its customers, both of whom truly understand and live-up to responsibility."

With the thought of highlighting the consumer buying patterns across the country, the campaign focuses on the Indian male as the responsible young man who respects his family and friends and takes forward the family values to the new roads in life. The ad hopes to leave an emotional and sensitive impact on the viewers with its message, 'Zimmedari Ke Liye Tayyar'. Over and above, the ad focuses on the bond between man and machine.
 
 
Yamaha India GM marketing Dinesh Chandra, added, "The new TVC will help in positioning the new Yamaha Crux-S bike as a 'dependable' bike. The agency worked on a single word brief of 'dependability'. The film balances the functional and emotional appeal. The jingle is the high point of this film as the same is distinct, hummable and likeable."
 
 
The film has been produced by Red Ice and directed by Sujit Sircar. The music has been compose by music director Vishaal Bhardwaj and the playback score is by Suresh Wadhkar.