MxMIndia

Tag: Ashish Yakhmi

  • Dentsu Webchutney had been entrusted in mid-2017 with the digital, social, creative and media buying mandate for Piaggio’s Vespa and Aprilia Brands in India

    ‘What the fun’, says Dentsu Webchutney in latest campaign for Vespa

    By A Correspondent

     

    Piaggio India’s Vespa launched the Red edition in India in the month of October this year as an extension of its existing global collaboration with Red, an organiation that partners with global brands to create awareness and support the fight against HIV/AIDS. The sale of each Vespa (Red), which was presented by actor and UN Women Goodwill Ambassador, Farhan Akhtar, at the launch event, contributes to financing to a global fund to fight AIDS in India.

     

    Said Ashish Yakhmi, 2W Business head at Piaggio India: “Piaggio has successfully created the premium positioning in the 2 wheeler segment with its iconic Italian brand Vespa and the racing brand Aprilia. We have built a strong connect with the youth through the digital medium. Webchutney is a highly creative agency and we believe that they are the best fit to manage our brands. The initial campaigns they handled for Aprilia and Vespa on the digital, creative and media side are full of creative genesis”

     

    Added Nishi Kant, EVP and Branch Head, Dentsu Webchutney– Mumbai: “The team couldn’t keep calm since the day we received the brief. Our pitch was one of the finest that we have produced so far. We had great fun working on these two campaigns as the brand that appeal to a young, sporty, fun-loving audience and have a tremendous heritage value as well. This is going to be a great ride and here’s to many more such campaign.”

     

    According to Gaurav Soi, Executive Vice President, Growth, Webchutney said: “Aprilia has great racing heritage, while Vespa is an iconic brand. To get the opportunity to be part of the pitch process was exciting in itself, but to have the brands on our roster and to create communication that resonates with the audiences is the icing on the cake.”

     

     

  • DigitasLBi further strengthens its partnership with the Piaggio Group

    DigitasLBi wins digital mandate for Aprilia

     By A Correspondent

     

    DigitasLBi has added another brand – Aprilia India, from the Piaggio stable to its roster. The agency has been undertaking digital activities for Vespa India since 2013 and this is yet another milestone in their relationship with the Italian two-wheeler juggernaut. DigitasLBi’s Mumbai office will be servicing the Aprilia account for Piaggio.

     

    Ashish Yakhmi

    This year marks the launch of the brand in the Indian market as they introduce consumers to the powerful sports-scooterbike, Aprilia SR150. The agency will be responsible for creating a digital presence for the brand and take on subsequent product launches in the future.

     

    In making the selection, Ashish Yakhmi, Head of Marketing at Piaggio Group said, “DigitasLBi has always shown a deep understanding of the brands they handle and we have seen the insightful work they have been delivering on Vespa. We are happy to have them on board for Aprilia and extend our association. We look forward to some great campaigns!”

     

    Amaresh Godbole

    Commenting on the business win, Amaresh Godbole, Managing Director, DigitasLBi, India elaborated “DigitasLBi has been proud to partner Piaggio on Vespa for a while now and this mandate extends our strategic alliance to another marquee brand. We are all extremely honoured to be associated with Aprilia and excited by the vision for the brand. DigitasLBi has a pivotal role to play given the nature of the category and audience. We hope to help chart the digital roadmap for this iconic brand in India.”

     

  • The agency has won the creative duties following an aggressive multi-agency pitch

    Soho Square hitches a ride with Piaggio again

    By A Correspondent

     

    Soho Square has been handed the creative duties of Piaggio brands, Aprilia and Vespa, after a hard-fought pitch involving multiple agencies, over several rounds. This comes on the back of recently-acquired Nicotex – Cipla’s brand of smoking cessation gum.

     

    Piaggio though, isn’t entirely new to Soho Square. The agency earlier re-launched Vespa in India. However, due to a global re-alignment the account had to be moved. This time though, the Piaggio India team was specifically looking for a local agency with a deep understanding of Indian markets.

     

    Although the pitch was only for the Aprilia account, the Piaggio management eventually decided to award the entire two wheeler business, including Vespa, to Soho Square.

     

    Ashish Yakhmi
    Samrat Bedi

    Ashish Yakhmi – Piaggio Vehicles Pvt Ltd’s (VP and Head – Marketing): After several meetings with multiple agencies, we realised that not only is Soho Square the best fit for our brands, but that they also have the necessary skill-sets to achieve our strategic objectives in India.

     

    Samrat Bedi, Head of Office, Soho Square, Mumbai: This is a homecoming of sorts… We were well and truly disappointed when Vespa moved out two years ago. More than the fact that this is a big win, we are elated to have Piaggio back in the fold.

     

    Shashank Lanjekar

    Shashank Lanjekar, Senior VP – Strategic Planning, Soho Square, Mumbai: Vespa is a strong global brand. In India too, it has had quite a long heritage. Aprilia on the other hand is relatively unknown, although it is very famous globally. Our challenges will be to capitalise on the strengths of either and carve a clear niche for ourselves… I am glad that Piaggio has placed their trust in us.

     

     

     

  • The new campaign has stemmed from the observation that when someone owns a Vespa, the ride experience can be amazing

    Vespa to promote new 150cc variant via new campaign

    By A Correspondent

     

    Vespa has announced the launch of their new marketing campaign for its new 150cc range scooter. This advertisement campaign will reinstate the brand’s longstanding position as a timeless icon of Italian lifestyle that transcends trends and fads.

     

    The new campaign has stemmed from the observation that when someone owns a Vespa, the ride experience can be amazing. The new Vespa 150cc enables the sheer power at your disposal to take your city riding experience to next level, that too with style.

     

    The campaign captures the emotion of how a Vespa rider looks at the city when he is with the Vespa. It showcases the transformations of a city with a Vespa aura. This aura is symbolised by the colourful Vespa circle; everything within the aura suddenly looks powerful, stylish and adventurous in contrast to the usual setting outside of the circle. This is an artistic expression of ‘The Vespa Side’ – a powerful, stylish and adventurous side to the city which is represented through the lead model who is a metro-sexual stylish macho man emanating power and style. Transformation of the city when the new 150cc Vespa arrives is represented with the transformation of key elements inside the Vespa circle. Therefore the Poodle becomes a ferocious Rottweiler or a shrub transforms into a carnivorous plant. This symbolic transformation also highlights the new energy and power which the new Vespa range features.

     

    Stefano Pelle, Managing Director, Piaggio India said, “Vespa’s new campaign has been specially crafted for the new Vespa 150cc range. It stems from Vespa’s premium lifestyle positioning, which goes beyond just the category it operates in and presents a way of life. Vespa’s latest campaign lives the experience of a Vespa rider, of how the city becomes vibrant and the journey of a Vespa rider becomes a memorable experience”

     

    Ashish Yakhmi, Head Marketing, Piaggio India 2 Wheelers said, “The Vespa Side”, Vespa 150CC’s new launch campaign aims at breaking the clutter, using an interesting creative hook of transforming the city around Vespa. The campaign is planned to be executed through innovations across above the line and digital media.