Badshah kar gaya 'chull' as Yamaha taps into the power of music for Cygnus Ray-ZR

India Yamaha Motor has partnered with Badshah, one of the top hip-hop artists in Bollywood today, to compose and lyricize a theme song to promote its recently launched scooter – Cygnus Ray-ZR. The peppy song, titled ‘RayZR Mera Swag’, was recently launched at a ceremony in Mumbai by Badshah along with Roy Kurian, Vice President, Sales & Marketing, Yamaha Motor India Sales.

Yamaha is the first among all two-wheeler manufacturers in India to collaborate with Badshah to create an original song and music video. The music video has been created, conceptualised, produced and distributed by Sony Music Entertainment India. Sony Music exclusively manages singer-rapper Badshah.

Commenting on the collaboration, Roy Kurian 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.”

Kiran D’cruz, National Head – Brand Partnerships, Sony Music Entertainment, added here, “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.”

D’cruz further said, “Music is used to sell over 90 per cent of the brands’ worldwide and plays a very integral part in a brands marketing strategy. Over the last three years, we have been offering music strategies that help brands connect with their audiences and at the same time we are creating integrated marketing plans that amplify content on platforms beyond YouTube.”

Sony Music’s brand partnership division has worked with several brands and created branded content for Tuborg Zero, Hitachi Air Conditioners, Maruti Suzuki Nexa, Luxottica India, Motorola, Durex India, Micromax Mobile, Sony Electronics, Titan, Pidilite, Amul, HUL, USL and many more. Apart from creating music strategies, the brands team also provides digital solutions, social media promotions across Sony Music pages, access to international artists for endorsements & synchronisation and much more.

The Cygnus Ray-ZR personifies the brand’s values of being sporty, stylish and innovative. In keeping with the product strengths, the innovative communication is designed to create an impactful connect with the core target – the young Indian real boys.

Badshah has delivered some of the biggest Bollywood chart busters in recent times, including ‘Saturday Saturday’, ‘Abhi Toh Party Shuru Hui Hai’, ‘Selfie’, ‘Kar Gayi Chull’, as well as one of India’s biggest viral hits of 2015, ‘Dj Waley Babu’.

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.”

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