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Tag: Vespa

  • As brand ambassador

    John Abraham features in Aprilia RS457 ad campaign

    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.”

  • 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.”

     

     

  • 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.