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In a world where chaos too often dominates the streets, maturity is more than just a mindset; it’s a lifestyle. As road congestion increases and the behavior of motorcycle riders becomes more reckless and aggressive, riding sensibility becomes a personal responsibility. With this, Yamaha Motor Philippines introduced Mio Gravis’ new campaign as the sensible choice for responsible riders, contributing to the broader goal of cultivating a road culture centered around respect, responsibility, and innovation.

Through a satire and fearless marketing approach, the latest video campaign shows the contrast between reckless riders often labeled as kamotes (sweet potatoes) on the road and the Mio Gravis rider who practices sensible riding. It also highlights the motorcycle’s advantages that push every rider to maximize comfort and efficient daily riding.

*Kamote is used to refer to reckless motorists who disregard safety and proper road etiquette

The launch kicked off with an engaging activity: Ridecast by Yamaha, safely blending the elements of a podcast and motorcycle ride. Instead of a typical finish line, the attendees were greeted by a massive oven to be used for the live cooking show of the Filipino culinary sensation Ninong Ry. It was a playful and pointed nod to the country’s notorious kamote label. The cooking show demonstrated how kamote can be elevated from its derogatory association to a delicious dish, symbolizing the campaign’s goal to reshape the rider’s perspective and encourage them to make smarter choices. Because YMPH believes that the true power on the road lies not in reckless ways, but in riding with purpose.

Crizzel Lacaden, Yamaha Motor Philippines (YMPH)