 "Riding on the unconventional")
A man among a crowd of office goers, all dressed in formal suits and walking purposefully ahead, suddenly turns away and strides back casually with his coat slung across a shoulder and hooked to just a finger. A question pops on the screen: Do you walk your own path?
A girl with an impish smile sees a patch of wet cement and presses her right palm on it to leave an imprint, the message now changing to "Do you make a mark?". Next, a youth speeds away on his scooter, past other bigger vehicles on the road with ease and as he parks it near a cafe. Another question is put to the viewer: Do you follow your heart?
A quick highlight of the two-wheeler's principal features later the half-a-minute advertisement ends with the last but most important message: Do you Vespa?
The 150-cc Vespa (VXL 150 and SXL 150) was launched with 'The Vespa Side' campaign in September 2015, he adds. "The new TVC expresses the 'The Vespa Side' proposition through the 'Do You Vespa?' ideology by displaying the joy of riding experienced when the new, feature-loaded, powerful 150-cc Vespa meets the city."
The TVC tries to strike a balance between representing the product and Vespa riders. Pelle stresses that in the case of Vespa, both the product and the brand are highly differentiated in the scooter space. "The product stands for its iconic design, Italian style and finesse. The new Vespa offers a powerful engine, broader tyres, a digital console and a monocoque body: all features that create a premium product offering. The brand resonates with audiences that embody the 'Do You Vespa' attitude. In this sense, the brand's communication also stands differentiated," he says.
The campaign that broke late April, is slated to run for another couple of weeks. Apart from television, its primary marketing channels include cinema, digital and outdoor.
The campaign was conceptualised by BBH India. A spokesperson of the company says, "The brief was how to bring to life the 'Vespa Side' campaign, a campaign that had been used internationally under the 'Do You Vespa?' ideology and make it relevant to our audiences in India."
Piaggio launched a powerful 150-cc version of the Vespa in India a few months ago. While this retains the elegance and aesthetics that the brand is known for, it also houses a powerful engine that makes it a pleasure to ride. To launch this variant, BBH developed the communication, building on their earlier campaign ('The Vespa Side'). The TVC shows off the new Vespa effortlessly overtaking traffic on a busy road, the spokesperson explains.
The agency senses that the Indian youth today is highly image-conscious. "They seek differentiated products and experiences that add to their persona and help them be seen as trendsetters. The 'Do You Vespa?' ideology finds an instant connect here as it portrays everyday moments where people do things differently, whether they go against conventions or simply follow their heart," the spokesperson adds.
Two-wheelers form 80 per cent of the market share in the Indian automotive sector that is estimated at $74 billion. The sales of scooters, which now form 30 per cent of the two-wheeler market in India, are largely concentrated in urban areas. The scooter industry is dominated by Honda which enjoys half of the market share, and is followed by the likes of Hero Motocorp and TVS. While Piaggio remains a fringe player, the new ad indicates that luring youths in cities is necessary to rev up market share.
A girl with an impish smile sees a patch of wet cement and presses her right palm on it to leave an imprint, the message now changing to "Do you make a mark?". Next, a youth speeds away on his scooter, past other bigger vehicles on the road with ease and as he parks it near a cafe. Another question is put to the viewer: Do you follow your heart?
A quick highlight of the two-wheeler's principal features later the half-a-minute advertisement ends with the last but most important message: Do you Vespa?
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Stefano Pelle, chief executive and managing director, Piaggio Vehicles Pvt. Ltd, India, says that the "Do You Vespa" global television campaign entered India in June 2014 showcasing the brand's ideology that celebrates being unique. "The inspiration for the commercial comes from existing Vespa riders who are not followers but trendsetters in their own leagues. These Vespa riders stand out in the crowd because of their unconventional path through life. The commercial is a preview into their lives and celebrates the spirit of those Vespa riders who dare to ask questions and challenge the daily conventions of life by doing their own thing, which triggers the question, Do You Vespa."
The 150-cc Vespa (VXL 150 and SXL 150) was launched with 'The Vespa Side' campaign in September 2015, he adds. "The new TVC expresses the 'The Vespa Side' proposition through the 'Do You Vespa?' ideology by displaying the joy of riding experienced when the new, feature-loaded, powerful 150-cc Vespa meets the city."
The TVC tries to strike a balance between representing the product and Vespa riders. Pelle stresses that in the case of Vespa, both the product and the brand are highly differentiated in the scooter space. "The product stands for its iconic design, Italian style and finesse. The new Vespa offers a powerful engine, broader tyres, a digital console and a monocoque body: all features that create a premium product offering. The brand resonates with audiences that embody the 'Do You Vespa' attitude. In this sense, the brand's communication also stands differentiated," he says.
The campaign that broke late April, is slated to run for another couple of weeks. Apart from television, its primary marketing channels include cinema, digital and outdoor.
The campaign was conceptualised by BBH India. A spokesperson of the company says, "The brief was how to bring to life the 'Vespa Side' campaign, a campaign that had been used internationally under the 'Do You Vespa?' ideology and make it relevant to our audiences in India."
Piaggio launched a powerful 150-cc version of the Vespa in India a few months ago. While this retains the elegance and aesthetics that the brand is known for, it also houses a powerful engine that makes it a pleasure to ride. To launch this variant, BBH developed the communication, building on their earlier campaign ('The Vespa Side'). The TVC shows off the new Vespa effortlessly overtaking traffic on a busy road, the spokesperson explains.
The agency senses that the Indian youth today is highly image-conscious. "They seek differentiated products and experiences that add to their persona and help them be seen as trendsetters. The 'Do You Vespa?' ideology finds an instant connect here as it portrays everyday moments where people do things differently, whether they go against conventions or simply follow their heart," the spokesperson adds.
Two-wheelers form 80 per cent of the market share in the Indian automotive sector that is estimated at $74 billion. The sales of scooters, which now form 30 per cent of the two-wheeler market in India, are largely concentrated in urban areas. The scooter industry is dominated by Honda which enjoys half of the market share, and is followed by the likes of Hero Motocorp and TVS. While Piaggio remains a fringe player, the new ad indicates that luring youths in cities is necessary to rev up market share.