Iconic Ads: Suzuki Samurai – No Problem

It was an ‘all-rounder’ bike. The drivability was very good. It could go fast enough and manoeuvrability was good.

There was a period in the mid-90s, an aggressive TVS Suzuki had launched a new brand/ variant nearly every year. Among the launches were AX 100, Supra, Shogun etc. and the Samurai.

The Suzuki Samurai had a powerful engine and came loaded with features. It had round headlamps (remember it was the 90s!), telescopic hydraulic shock absorbers, expanding drum brakes and a large 12 litre chiselled petrol tank. Plus an impressive design along with some cool graphics.

It was targeted at the youth and young executives who liked to drive around be it for work or pleasure.

It was an ‘all-rounder’ bike. The drivability was very good. It could go fast enough and manoeuvrability was good. It was used for city commuting, dirt bikers used it and so did rally enthusiasts.

The creative mandate was with Ambience. Leveraging the Japanese heritage & name, the humorous commercial used a Japanese looking man to communicate the positives of the motorbike summarized by “No Problem”. In the 1990s, Japanese vehicles were admired in India and it was a big plus to have a Japanese pedigree.

Yvonne Sheikawat and Amish Chinai worked on the creative, led by Elsie Nanji. Namita Roy Ghose at Whitelight directed the film.

No Problem!

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