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Yezdi – Not for the Saint-Hearted

Many Indians will have yarns to tell of remembered Yezdi motorbikes, though they stopped being produced more than a quarter of a century ago. Now, anticipation builds as the brand roars back into contemporary life with three new models, the Yezdi Roadster, Yezdi Scrambler and Yezdi Adventure. Does this campaign film give you a sense of the bike’s history and personality? The new launch is the initiative of Classic Legends, itself a company under the wing of the Mahindra Group, an Indian multinational conglomerate. Classic Legends is carving a niche by reviving iconic or popular marques. What do you think of the gravelly voiceover, tongue-in-cheek ‘rules’ and rebellious underbelly of this retro-infused campaign? Can’t wait to get your hands on one of the new beasts? Fun for learning about a legend?

The campaign is getting a mixed response from the viewers, some lauding the efforts of the creative team, while others questioning the muscular and insensitive aspects of the ad film.

Not For The Saint Hearted

Client- Classic Legends
Agency – Lintas Live, Mumbai
Creative team – Amer Jaleel, Sarvesh Raikar, Savio Banerjee, Faraaz Ansari, Amey Pandit, Ashwini Bhavsar, Vijay Turte and Prashant Pawar
Account Management team – Virat Tandon, Ameer Ismail, Rosanne Rodricks, Pratiik Paathare, Samah Kazmi, Vivek Singh, Divya Mishra, Riya Shah, Andrea Menezes, Netal Tapadia, Mikky Jha and Amrit Balani
Planning team – Anurag Prasad, Berges Bana and Punit Singh
Production: Milestone Films (Director: Razneesh (Razy) Ghai)

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