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    Toyota rides on Waku Doki to connect with youth

    Synopsis

    Earlier this month Toyota Kirloskar Motor (TKM) launched its new advertising campaign targeted at the youth, titled Waku Doki

    MUMBAI: Earlier this month Toyota Kirloskar Motor (TKM) launched its new advertising campaign targeted at the youth, titled Waku Doki - Japanese for heightened anticipation and excited heart thumping.

    Loosely translated the term also means 'an exciting adrenaline rush.' Cricketer Virat Kohli has been signed on as the face of the campaign. Talking about the initiative, Sandeep Singh, deputy MD (Marketing) TKM said, "The origin of using Waku Doki to describe the Toyota experience comes from Japan where it is being used in internal and external communication, but not yet in mass media advertising. The essence of the campaign is to show that basic human feelings are universal. Racing heartbeats, an adrenaline rush, thrilling excitement and exhilaration are feelings all human beings - young and old - which we experience at different levels at various times in their lives."

    Singh says Waku Doki was the best thing to do for TKM because it is aimed at creating a distinctive and unique communication that can help Toyota stand out in the increasingly competitive Indian car market. Targeted at the youth, the campaign is the beginning of TKM's plans to connect with the youth. Besides print, the campaign will also be extended to TV, radio, outdoor and digital. The campaign is being handled by Hakuhodo Percept.

    Car advertising in India is anything but exciting. Product shots set against a backdrop of exotic locales or a brand ambassador demonstrating the product benefits is hardly clutter breaking. In such a case, can a Japanese term and Virat Kohli make Toyota stand out and most importantly give it an advantage in the market remains to be seen?
    The Economic Times