Ad Campaigns
Yamaha rolls out ‘The Call of the Blue’ version 3.0 campaign
Mumbai: Yamaha India has launched the 3rd version of its ‘The Call of the Blue’ campaign to elevate its image by intensifying its aspirational value through engaging customer-centric activities and launches.
Since 2018, with the announcement of each phase of “The Call of the Blue” brand campaign, the company has been executing its product planning, marketing, and customer engagement strategies in line with the brand’s global image of “Excitement, Style, and Sportiness.” As a result, eight new global products were introduced with a focus on the premium segment. This led to an impressive rise in Yamaha’s market share in the premium motorcycle segment, moving up from 10 per cent in 2018 to 15 per cent in 2021.“
Under this refreshing brand campaign, Yamaha is further revving up the excitement quotient by offering a premium ownership experience to all its customers by organising engagement activities like “The Call of the Blue Track Day,” “Blue Streaks Ride” and “The Call of the Blue Weekend.”
A new brand campaign film, “The Call of the Blue” Version 3.0, was also released on Tuesday. The film portrays the aspiration levels of owning a Yamaha and how every Yamaha product enriches the lifestyles of young people from different walks of life. It also showcases how the aspirations of the youth turn into reality, as they ride together to create new memories and evolve with “The Call of the Blue.”
Yamaha, to amplify its presence in the premium segment, is aggressively expanding its current network of over 80 Blue Square showrooms, offering its customers a platform to interact with the brand and enjoy a unique buying and ownership experience. Currently, India Yamaha operates with 1800 plus touch points across India.
On this occasion, the company also announced the #MyCalloftheBlue online contest for its customers. The top four winners will win an exciting trip to witness Sepang MotoGP in action.
Speaking on this occasion, Yamaha Motor India Group chairman Eishin Chihana said, “In India, “The Call of the Blue” brand campaign has played a significant role in positioning Yamaha as a premium brand with a strong racing heritage. To further build on this image, and to create a sense of aspiration and pride of ownership within the Indian youth, we are glad to announce the launch of “The Call of the Blue” Version 3.0. We will reach out to a wider set of customers who aim to make motorcycle riding a part of their lifestyle. Additionally, we will intensify our promotion activities and expand our network of premium Blue Square stores to provide customers with a delightful experience.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
