MUMBAI: Actor Bipasha Basu has been signed on by two wheeler manufacturer Kinetic Motor as the brand ambassador for the new Kinetic-SYM scooter, which is slated for launch in August.

The Kinetic-SYM scooter, from Kinetic’s association with Taiwan’s $1.1 billion automotive giant SYM, would be targeted at women riders. Basu was identified as a brand fit based on a research among 1200 intending buyers of gearless scooters. The research also showed that college girls aspire to be confident and ambitious. Basu is viewed as a woman who has made it on her own merit and signifies the independent modern woman.

She will feature in the ad 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 Basu.

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 per cent  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!”