Yamaha India launched their first advertising campaign of the year 2011 devised around the upcoming Cricket World Cup. The campaign revolves around the SZ series and the announcement of the launch of SZ-R. The marketing mix has been segregated across various media vehicles like Television, Print, Radio and Digital Space. Yamaha wants to reap the benefits of the World Cup with an effective campaigning strategy. On TV, the company has tied up with India TV where the YBR 110 campaign is being showcased and ZEE where the SZ-R campaign is being featured taking the prime properties on World Cup. The entire campaign done in India TV is national while Zee TV is a mix of regional and national telecast. Other than these channels, the campaigns are also a part of IBN 7, Bindass and Zing. 10 and 30 second spots have being planned for the campaign.