Piaggio's Vespa instills aspiration in its new 'Life by Vespa'campaign

Creator of the premium scooter segment, Vespa has successfully established itself as a brand that is sought after by the aspirational and premium brand seekers, leveraging it’s Description: C:\Users\belliappas\Desktop\Vespa 2print.jpgconnect with the discerning customers. The iconic brand is all set to place on center stage its ethos with ‘Life by Vespa, the latest campaign launching the all new Vespa VX

‘Life by Vespa’ This 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, M.V Krishna, Marketing Head, 2W, Piaggio Vehicles India Pvt. Ltd. says “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 

Commenting on the thought behind the campaign, Anuraag Khandelwal and Satish Desa, Executive creative directors, Soho Square said, “How many times have we let our hearts take over our Description: C:\Users\belliappas\Desktop\Vespa print.jpgrationale? 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 yet again. The Vespa retained its positioning as a timeless and ageless lifestyle classic that leverages its rich heritage and unique values to appeal to the finer emotions of the consumer. Piaggio now takes the Vespa experience one step ahead to deeply resonate with the fashion forward Indians who have a thirst for a luxurious lifestyle.

Campaign details:
Agency: Soho Square
Team: Samrat Bedi (Head of office), Mohit Ahuja (VP, Account Mgmt.), Shashank Lanjekar (Sr. VP, Acct. Planning), Albert Barton (Senior Creative Director), Manu Gupta (Creative Director)