Vespa launches youthful TV commercial in India via Meridian Communications Mumbai
Vespa, the iconic Italian scooter has been spotted on Indian roads since May 2012. Now it will be seen on television screens with the launch of their new TVC via Meridian Communications Mumbai.
Close on the heels of a much appreciated print campaign, the team at Vespa, along with Meridian, set out to create communication which would do justice to the Vespa on television. A TVC that showcases the Vespa as a fashion statement that has never gone out of style. Keeping it premium, yet youthful.
The film opens on a young man, very affable, 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 and chic. He gets on his Vespa to look for his 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”.
Says Anuraag Khandelwal, ECD and head, Meridian Mumbai: “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.”
Says Satish deSa, ECD and head: “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.”
Says MV Krishna, AVP – marketing, Piaggio Vehicles Pvt Ltd: “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.”