Piaggio Vehicles Pvt Ltd, the ‘purveyor’ of Vespa and Aprilia, has unveiled the first instalment of a cinematic digital ad campaign featuring actor and brand ambassador John Abraham.
The campaign comprises four-film series directed by Nigel Simpkiss. The campaign is conceptualised and executed by Centrick, a boutique creative agency.
Sharing his views, Diego Graffi, Chairman and MD, Piaggio Vehicles Pvt Ltd said: “Aprilia has always been about pushing boundaries. This campaign is a bold statement of our intent to redefine the motorcycle ownership experience. This campaign, brought to life by John Abraham’s charisma, perfectly captures the spirit of Aprilia. We are confident that it will resonate with our target audience and strengthen our position in the market.”
Added Apoorva Saigal, AVP – Corporate Communication and 2W Marketing, Piaggio Vehicles: “We discovered a void in the market – While specs and performance are undeniably crucial, they alone do not ignite the passion that drives riders. This campaign is a testament to our deep understanding of the modern rider. This campaign is about creating a movement, a community of riders who feel understood and celebrated. John Abraham, a passionate biker himself, brings an unparalleled authenticity to the campaign. His raw energy and connection with the Aprilia RS457 are palpable in every frame. We believe that Aprilia has the power to ignite a passion that goes beyond the ride itself. It’s about igniting emotions, not just showcasing features.”
