Mumbai: Classic Legends Pvt Ltd, the Indian company that re-introduces iconic marquee motorcycle brands in the market has launched its cult brand Yezdi with a film titled #NotForSaintHearted, that unveils its daring positioning. The campaign is live across the brand’s online platforms. 

Conceived by digital-first creative agency Lintas Live, the campaign is based on the insight that the motorcycle brand was more than just a motorcycle – it was a ‘state of mind, a way of life’- a ride reserved for the not-so-saint-hearted.  

Speaking on the campaign idea, Lintas Live creative head Sarvesh Raikar said, “Rebuilding this fearless and fun-loving brand was quite a journey, it’s like picking up a Shakespearean classic and rewriting the narrative for today. Especially because we decided not to dwell too much into the past imagery, but to recreate the timeless Yezdi state-of-mind. The goal was to reflect the mindset of Yezdi Mad-Men who seek out challenges and adventures and strive to achieve them in a way that pushes them to challenge their limits.”

Yezdi’s campaign not only talks about the launch but also displays its young, unorthodox, spontaneous and rebellious attitude. The campaign film produced by Milestone Films and directed by Razneesh (Razy Ghai) displays character elements emphasising the sense of adventure and encourages one to embark on challenges that are off-limits.

The marquee motorcycle is back in three new avatars – all borrowing hugely from its wild past.  

"Yezdi has transcended many dimensions to offer meaningful and distinctive stories to motorcycling enthusiasts," said Classic Legends co-founder Anupam Thareja. "All motorcycles run on roads, but the Yezdi runs in the blood, and I have always wanted to go after rekindling that feeling. Our campaign showcases an attitude that gives a youthful heart a sense of direction, allowing it to test its limits with ‘Yezdi, #NotForSaintHearted'."