MUMBAI: Bipasha Basu has been roped in by two wheeler manufacturer Kinetic Motor as brand ambassador. Though she can be the face for all Kinetic brands, she would primarily be seen endorsing the upcoming Kinetic-SYM scooter, slated for launch next month.

The upcoming Kinetic-SYM scooter, from Kinetic’s association with Taiwan’s $1.1 billion automotive giant SYM, would be targeted at women riders. It would feature a 125cc engine and promises to offer best-in-class performance, technology and user friendly features.

Bipasha was identified as a brand fit based on a comprehensive research among 1200 intending buyers of gearless scooters. The research also showed that college girls aspire to be confident and ambitious.

The actress will feature in the mainstream advertising campaign for the Kinetic-SYM scooter, including television, print and internet. An outdoor campaign of hoardings and contests is also part of the plan, and a special audio-visual that demonstrates the new scooter to be played in all Kinetic dealerships will also feature Bipasha – an innovative launch plan.

Kinetic Motor Company vice president sales and marketing Ajinkya Firodia said, “Kinetic has been very selective about working with brand ambassadors and look for perfect synergy between product attributes and ambassador personality. Our upcoming Kinetic-SYM scooter would appeal to women riders, and would be positioned accordingly. Our market research showed that Bipasha Basu, perceived as a modern and independent high-achiever, is the role model for many young girls who admire her style and success. In fact, the support for her was unanimous, with a 100 percent perfect brand fit. She was our first choice and I am glad that we were able to work out all details with her. With SYM’s technology, Kinetic’s brand presence and Bipasha Basu’s dazzle, I am confident that the Kinetic-SYM scooter would be a winner!”