Piaggio creates youthful imagery for Vespa

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In a fresh communication strategy, Piaggio India has launched a new television commercial for its brand Vespa.

With Vespa, Piaggio has created a new luxury segment in two wheelers and essentially targets the youth. In an attempt to create an iconic, classic, fun, colourful and retro imagery of Vespa in the minds of its target audience and make it more appealing, the company has launched a new campaign ‘Fashion Unchanged’. The new television commercial which has just been released is part of this campaign and it seeks to position Vespa not just as a mode of transportation but as an individual style statement.

“Vespa is not just a scooter, but a way of life. Its Italian design and style has endured the many decades of changing lifestyles, establishing itself as an icon, cherished and revered all over the world. This film brings out this retro yet contemporary magic of this brand. Consumers would be urged to possess the Vespa upon seeing the film,” said Ravi Chopra, Chairman & Managing Director, Piaggio India.

With the brand having been present since 1946, the new campaign of Vespa has a style which is ‘modern retro chic’ to highlight the heritage aspect of the brand and that certain qualities have remained unchanged with the passage of time.

Commenting on the thought behind the campaign, Samrat Bedi, Head, Meridian said “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.”

Meridien Communication is the agency behind this new campaign for Vespa.

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Neeta Nair

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