Piaggio India recently released its first TV commercial for its Iconic ‘Vespa’
Bringing alive the iconic, unique, classic, fun, quirky, colourful, retro Vespa imagery to India’s youth Piaggio India recently released its first TV commercial for its Iconic ‘Vespa’.
The TVC opens with a young man in a modern setting, cheerfully getting ready to go out. He jumps out of bed, dons his favourite shirt, shoes, jacket, straps on his helmet; all styled in a Vespa way, retro classic, yet modern chic. He gets on his Vespa in search of the perfect girl. Not your sporty kind. Not your high fashion girl. But someone who matches his style, and of course, matches his Vespa. It's a modern take on the classic Cinderella story. There is a little twist in the film, not apparent at first, which waits to be unearthed by the truly style conscious, and observant. No spoilers here. The film ends with the line, “Vespa. Fashion Unchanged. Since 1946”
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Commenting on the thought behind the campaign, Samrat Bedi, Head, Meridian says “Vespa is not a mere means of transport with awesome fuel efficiency, wider tyre grip and such. It would have been of great disservice to Vespa had we positioned it on functional benefits. Plus, scooter advertising in India does so much of that anyways. Initially, the brand was launched with Print, OOH, Digital and PR. Given the encouraging consumer response to the campaign, we collectively believed that it was time for more people to get to know and fall in love with the Vespa. This TVC is single-mindedly creating a premium segment in the functional scooter category and pegging the Vespa as a stylish and iconic lifestyle brand.”
Agency: Meridian Communication, Mumbai Team Meridian : Samrat Bedi, Anuraag Khandelwal, Satish deSa, Shashank Lanjekar, Mohit Ahuja and Kevin Jacob. Production house: Bang Bang Films Director: Harvey Brown Producer: Payal Arora