Sit this one through

Automobiles have been a way of life for a long time. As significant as other lifestyle products are to people, automobiles have been complementing consumer personalities for ages. Specifically, motorcycles – major motorcycle brands hold importance beyond usual commuting.

This is very evident from the positioning each motorcycle brand holds; from classic cruisers to street racers and off-roaders, brands have made it a point to reflect your lifestyle through journeys. A large chunk of this positioning is actually executed by bikers themselves; major bike brands have clubs/cafes/groups, which comprise the esteemed owners of the specific bike brand, who meet up often for rides, adventure trips, modifying tips and much more.

One of these brands that is establishing a strong presence in India is Suzuki. The brand’s mid-range bike – Suzuki Gixxer has been positioned to render a rich feel of freedom and the dear experience of riding the bike. The bike is not just one of the best in 150cc segments, but also is one of the very few ones that is trying to break the clutter of mid-range bikes. Unlike the feature-saturated ads of other brands in the segment that have been boring us for a long time, this one is rather uncluttering and stylish.

So what makes it, unlike others? The bike has sporty looks, powerful engine with the signature SEP (Suzuki Eco Performance) technology, ABS (anti-lock braking system), dual exhaust and surprising fuel efficiency. Certainly much more than what the competitors are offering, unconventional too, but the positioning and the ad film does not stress on these points. Because the brand believes that the bike is #NotForEveryone.

With a refreshing new angle to connect to its target group, the brand is mocking the common labels advertised by its competitors. The ad shows the bike in its best splendour and has a strong, indifferent narrative to reinforce the feel of it.

Conceptualised by Happy mcgarrybowen, the narrative and treatment of the advert is purely derived from biking experiences of Gixxer riders. The narrative goes something like this – This is a moment of silence for all those boss-pleasing, skirt-chasing, predictable, checks emails at the dinner table, the sheep… and other typecasts.

With an impulsive narration and the backdrop of the stunning bike, the TVC not just inspires young riders (who form the major share of its target group) but also steers away from the much beaten spec-filled approach. In a nutshell, the ad is as gripping and as unconventional as the bike itself.