MUMBAI: Music giant, Sony Music that exclusively manages Badshah announces an association with Yamaha RayZR, the new two wheeler entrant in the market. The label has also curated a music strategy for the brand's marketing initiatives. From creating, conceptualizing a branded music video featuring the talented Badshah to planning social media solutions, the label has worked closely with Yamaha to reach out to their target audience across platforms.

Commenting on the same, Kiran D’cruz National Head – Brand Partnerships said, “Music is used to sell over 90% of the brands’ worldwide and plays a very integral part in a brands marketing strategy. 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. 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.”

The song that has been composed and sung by Badshah, promises to be fun and catchy with a hook that will stay with you forever. The song will be used by RayZR for all their campaigns, including television and radio.

The campaign will kick-start on 24 June 2016 with the music video going live on YouTube. Commenting on the collaboration Yamaha Motor India Sales Pvt. Ltd. vice president, sales & marketing, Roy Kurian said:“Listening to music is at an all-time high -- and that people rely on their favorite songs to cherish memorable moments. Yamaha’s corporate logo depicts tuning forks enclosed in a circle, owing to Yamaha’s legacy and resonance with music. The Cygnus Ray-ZR is a motoscooter 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 we are very delighted to partner with him.”

Sony Music’s brand partnership division has worked with many prestigious 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, synchronization and much more.