ZEE and Yamaha Motors Partner for 'The Call of the Blue' Campaign

ZEE Entertainment Enterprises Limited has partnered with Yamaha Motors, India to revitalize Yamaha's iconic ‘The Call of the Blue' campaign by working with contestants of the popular music reality show Sa Re Ga Ma Pa. Where talented singers will reimagine the iconic anthem, generating a powerful and emotionally resonating experience to turn audiences across the vast network of ZEE, that includes such channels as ZEE TV, ZEE Tamil, and ZEE Telugu.

Sa Re Ga Ma Pa, which has tried its hands at almost everything over the past nearly three decades, now finds itself the canvas for a first-of-its-kind integration that celebrates contestants absolutely getting into their voices with the Indian flavor of the Yamaha anthem. This goes beyond regular advertising, as it lets the spirit of Yamaha shine through music and storytelling in a new and exciting way. For the first time ever, contestants on Sa Re Ga Ma Pa have composed and performed their own versions of a brand anthem, making this initiative both special and powerful.

This is the essence of collaboration, using the music's universal power to connect, inspire, and create memories. Every passionate contestant brought an electrifying mix merging Yamaha's anthem with their unique identity, which gave life to the brand values of adventure, freedom, and brotherhood. This partnership goes beyond advertisement, it celebrates creativity, artistry, and individuality.

This campaign, as per various measurements, accumulated a reach of almost 25 million viewers on all ZEE platforms, emphasizing Yamaha's imagination and passion to all those who share it, particularly the youth. Adjointly, Yamaha and ZEE have built a strong connection with their audiences, showing that music and storytelling can go beyond the usual and create truly special experiences.

Ashish Sehgal, ZEE’s Chief Growth Officer stated, “ZEE has always been at the forefront of innovative integrations that bring brands closer to their audiences. Our partnership with Yamaha is the perfect embodiment of that philosophy. The synergy between Yamaha’s adventurous spirit and the creative energy of Sa Re Ga Ma Pa contestants has led to an exciting and impactful collaboration that has not only amplified Yamaha’s core message but also created a truly memorable experience. This campaign has resonated deeply with viewers, bringing the brand’s values to life in a way that is both engaging and inspiring. It’s a perfect example of how music and storytelling can come together to create something remarkable.”

Vijay Kaul,General Manager of Marketing at Yamaha Motor India added, “Motorcycles and music are two wonderful ways to connect with the world around. Through this association, we look forward to connecting with young music lovers at a more intrinsic level, celebrating the shared values of freedom, passion, and self-expression. The thrill of the open road mirrors the rhythm of music, creating experiences that inspire and energize. For the first time on Sa Re Ga Ma Pa, contestants have crafted their unique renditions of a brand anthem, each piece capturing the essence of freedom, individuality, and the joy of riding.”