Yamaha in India now have an impressive portfolio of bikes and an enviable brand ambassador in John Abraham. But Yamaha have not been able to produce any iconic advertisements that can convert these top-notch bikes into must have bikes. The recent ads are not bad but are not great either. It does not have anything in it to build up aspiration for a Yamaha.

The Yamaha FZ Lord of the streets ad is in my opinion a very ordinary attempt thats just trying to keep pace with what competition is doing, instead of creating something thats outstanding. I am dissappointed because I am a Yamaha fan and I want their ads to be kickass. The consolation at this point however is that motorcycle ads across manufacturers are very ordinary. On second thougths that actually is a good oportunity to create something great.

"Yes! Yamaha" resonates a powerful choice that consumers make. The corporate ad had that punch to an extent, but the follow up ads on individual bikes are not leveraging and building on the 'Yes! Yamaha" concept. I also have a nagging feeling that the new ads should use the Yamaha Rx 100 legacy to its advantage in their bid to re-establish the global Yamaha image in India and regain customers trust and faith. Yamaha should promote what made Rx 100 an icon and how their new bikes improvise those qualities.