Yamaha Corporation has appointed Spectrum Y&R as its agency of record, overseeing communications through above the line (ATL), below the line (BTL), and digital mediums.
Bilal Khan, the strategy director at Spectrum Y&R shared that the agency would work on the YBR125, YBR125G, and YB125Z motorcycle product line under Yamaha Motor Pakistan.
"The Pakistani motorcycle category comprises of Japanese brands and Chinese copies of Japanese brands which are very utilitarian," Khan shared. "Yamaha was absent from the market for 5 years and with its recent come-back, it has disrupted the local motorcycle category by launching sporty designs. Most of Pakistanis are under 30 years of age. This is a huge opportunity for YMPK and we as their partner are tasked with making it the number one motorcycle brand of choice for Pakistani youth."
As the worlds sixth largest market for motorcycles, Pakistan is saturated with 70cc bikes. As new global players converge on the nation, the masses now have more options, with Yamaha serving as a key supplier of new and modern designs.
"The motorcycle category in Pakistan has migrated online," Khan shared. "Whenever there is a new product launch or people see it on roads, they Google it first and then go to the dealership."
For the majority of Pakistan, mobile is the first screen due to its comparative affordability, unlike a laptop or desktop computer. Prospective customers in the market for a motorbike rely on the internet to compare motorcycle models while displaying low price sensitivity as a factor in decision making, gravitating towards aspirational brands.