Vespa has rolled out a TVC conceptualised by BBH India to introduce its new 150-cc scooter. The film went on air on 23 April and continues to build on the global 'Do you Vespa' positioning. The films follow the same theme of the brand's earlier campaign in India.
The 30-second film features youngsters with a sense of individuality. One of them is an office-goer among a large group of executives headed in one direction. He stops midway on a bridge and turns back, walking against the direction of the crowd. A super asks, 'Do you walk your own path?' A young woman leaves her hand print on a footpath with wet cement, with the super 'Do you make a mark'. A man riding a Vespa through city roads parks his red scooter next to a yellow one, and a super reads 'Do you follow your heart'. The film ends introducing the new 150-cc engine Vespa and its new features. A super asks, 'Do you Vespa'.
On returning to television advertising after a gap of two years, Stephano Pelle, CEO and MD, Piaggio Vehicles India, said, "As we haven’t been present on TV for the last two years, we needed to refresh and connect again with our consumers. We needed to have a TV campaign. The plan of media we have lined up is focusing on the market that we’re present – which is the key for us. The campaign also promotes the new model we launched which has a more powerful engine. We would want to emphasise the fact that Vespa, apart from being the iconic scooter that has been there for the last 70 years, is also a very powerful scooter now. We wanted to do this within the frame of the international campaign. Here, we show how the Vespa zips through the traffic.The last Vespa campaign emphasised that it’s a unique type of brand. It’s for people who go against the current. It gives a unique feeling of being different."
Pelle added that the Vespa TG remains the same in India. He added, "Our core target remains the same. It's more or less the youth between 18-30, part of SEC A. We continue targeting the Vespa to the well-off youth."
The film will be on air for approximately six to eight weeks, informed Pelle.
Credits
Client: Piaggio India
Agency: BBH India
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