125cc advanced scooter "Flyte", from the Kinetic-SYM association, was launched in Mumbai today in the presence of Kinetic brand ambassador and noted actress Bipasha Basu. Kinetic will market the Flyte to women who are the fastest growing buyer segment in two wheelers today.
To appeal to this segment, Kinetic plans to use a 360 degree promotional campaign that features Bipasha Basu as today's confident and independent woman achiever. The promotional campaign will use several platforms including television commercials, print media, Internet, outdoor hoardings, contests and a special demonstrative audio-visual that will be played in all Kinetic dealerships. The campaign's positioning of "Don't Ride A Compromise, Ride The Change" denotes advancement in technology in Flyte and also the new Indian woman's desire to upgrade her lifestyle, and opt for products of her choice.
The Kinetic calendar 2008, featuring Bipasha Basu and the Flyte was also unveiled.
At the press conference, Ms. Sulajja Firodia Motwani, Managing Director, Kinetic Motor Company said, "It is a great feeling to present the Flyte to India's new generation women who are looking for a set of wheels as cool as themselves! Our research indicated that today's smart and confident young women are impressive, and I think they will find the Flyte to be their perfect companion on their path to achievement.'