India Yamaha has partnered with Badshah, one of India’s top rappers in the Bollywood industry, to compose and lyricize a theme song to promote its recently launched scooter Cygnus Ray-ZR. The peppy song titled “RayZR Mera Swag” was launched at a glittering ceremony in Mumbai by Badshah along with Mr. Roy Kurian, Vice President, Sales & Marketing, Yamaha Motor India Sales Pvt. Ltd.
Yamaha is the first among all two wheeler manufacturers in India to collaborate with one of India’s foremost hip hop artists – Badshah, to create an original song and music video “RayZR Mera Swag”.
The Cygnus Ray-ZR personifies the brand’s values of being sporty, stylish and innovative. Its edgy design and aggressive attitude make it perfect for the real boys, who seek a bike not only to get around, but also to express their unique personality. The Cygnus Ray-ZR fits seamlessly into today’s urban lifestyle. In keeping with the product strengths, even the innovative communication is designed to create an impactful connect with the core target – the young Indian real boys.
Badshah, has taken the country by storm by delivering some of the biggest Bollywood chart busters and has been quoted as “The Anthem Maker” by many. With chart toppers like “Saturday Saturday”, “Abhi Toh Party Shuru Hui Hai”, “Selfie”, “Kar Gayi Chull” and many more to his credit, Badshah has also delivered one of India’s biggest viral hits of 2015 “Dj Waley Babu” which has won accolades globally. The Rapper-Producer-Performer has multiple achievements to his credits like being one of the most preferred performing artists across the country in live events. He has been awarded with the titles, the GIMA Breakthrough Artist of the Year Award, the 1st Indian artist to be featured on The Global Apple Music Radio “Beats1” and multiple ‘best song of the year’ awards.
Commenting on the collaboration, Badshah said “Yamaha has always been one of the finest and first brands to connect when you think of superior bikes. It has been a pleasure to be associated with the brand in creating #RayZRMeraSwag and it gave me an excellent opportunity to experiment on completely sleek and new sounds to work with, that fits so well with the brand. ”
Says Roy Kurian, Vice President, Sales & Marketing, Yamaha Motor India Sales Pvt. Ltd said “The Cygnus Ray-ZR is a real boy’s scooter specifically targeted towards the youngsters and has been very well received since its launch. Having Badshah on board will give additional impetus to it, as he has a huge fan following and majority are youngsters. He is one of India’s finest rappers and Yamaha is very delighted to partner with him”.
The music video was created, conceptualised, produced and distributed by Sony Music Entertainment India Pvt. Ltd.
Commenting on the same, Kiran D’cruz National Head – Brand Partnerships, Sony Music Entertainment Pvt. Ltd. said “This year Yamaha has decided to make music an essential part of their campaign and we are delighted to have partnered with them. We appreciate their belief in the power of music and on being the first auto brand to sign on our artist Badshah.”