ITV

Tag: MV Krishna

  • Vespa instills aspiration with its new campaign

    Vespa instills aspiration with its new campaign

    MUMBAI: Vespa is all set to place on center stage with its latest campaign Life by Vespa to launch the all new Vespa VX.

    The new communication is an expression of lifestyle associated with Vespa and draws the attention of discerning young customer. They aim to pick up brands which match their individual style and this individuality is worn on the sleeve. The effective message translated through this campaign highlights a stylish and aspirational life associated with Vespa.

    Speaking about the campaign, Piaggio Vehicles India marketing head MV Krishna said, “It is our endeavor to showcase a whole lifestyle associated with Vespa and not regard it as a mere means of transportation. Vespa addresses individuals who are naturally different and who‘d like to make a unique statement. Our target consumers make individual choices that reflect their self-image. Through our new print campaign ‘Life by Vespa‘, we give our consumers a peak into the Vespa way of life, enthralling them with the Italian design and style that has remained relevant through many changing lifestyles. Our recent launch of the Vespa VX has helped us delve deeper into this segment and it has been the focal point of this campaign.”

    Soho Square is the creative agency behind the campaign. Commenting on the thought behind the campaign, Soho Square executive creative directors Anuraag Khandelwal and Satish Desa said, “How many times have we let our hearts take our decisions. The Vespa life is about the people who can let themselves do just that. They are the set who have higher standards of aesthetic, aspiration and achievement. They respect heritage. The finer things in life matter deeply. They live the beautiful life not just because they have the means, but because they have the hunger to. This campaign salutes those beautiful people, and reassures them that the Vespa is, indeed, a most appropriate way to embrace the world and all it has to offer.”

    Over the years, Vespa has grown from being just a scooter to a lifestyle brand. After winning the hearts of over 17 million riders globally, and launching over 150 models, Vespa‘s arrival in India scores a bounty for Piaggio.

  • Vespa launches TVC created by Meridian

    MUMBAI: Vespa, the Italian scooter brand, has launched its new television commercial that has been created by Meridian Communications’ Mumbai office.

    The scooter has been spotted on Indian roads since May 2012.

    The TVC has rolled out to support the print campaign which was launched recently. It showcases Vespa as a fashion statement stating that it has never gone out of style and is youthful.

    Meridian Communications ECD and Head- Mumbai Anuraag Khandelwal said, ”The Vespa has never been considered a mode of transport to take you from point A to point B. It has always been about fashion. And this is what we set out to capture in this film. It’s a fashion accessory that decides, and sometimes even dictates, what you wear when you ride it. We extended that thought to suggest that perhaps your Vespa could also decide who you chose to ride pillion with.”

    “The entire film has a retro-chic styling to it. Right from the boy’s room, to the clothes he wears, to the clothes of the girls on the street. This is in keeping with the classic, yet modern look of the Vespa. We thought this would give viewers a sense of Vespa’s fashion antecedents,” Meridian Communications ECD and Head- Mumbai added”

    Piaggio Vehicles AVP – Marketing MV Krishna said, “We have consciously stayed away from standard automobile advertising model which invariably draws on functionality and features and looked at the brand purely from a lifestyle lens. The setting is a bit intentionally surreal to visually accentuate the idea of “more than just commuting”.”

    The film opens on a young man getting ready to go out. He jumps out of bed, dons his favourite shirt, shoes, jacket and straps on his helmet. All styled in a Vespa way – Retro classic, yet modern chic. He gets on his Vespa to look for his perfect girl. Not sporty kind, not high fashion girl, but someone who matches his style and 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”.