Vespa launches in India; Media mandate goes to Mediacom and creative mandate goes to Ogilvy

Piaggio Vehicles Pvt. Ltd. ' the wholly owned Indian subsidiary of the Italian Piaggio Group, has announced the launch of its original iconic Vespa in India heralding an era of premium lifestyle in the two-wheeler scooter category. Initially the Vespa will be available at exclusive showrooms across 35 major cities.

The auto giant's media account went to Mediacom and the creatives to be handled by Ogilvy in India.

For the distinctive owners of the much awaited Vespa, the price tag will be secondary as the pride of ownership will be foremost.

Roberto Colaninno, Chairman and CEO, Piaggio Group in his message conveyed that, "Today is a proud and historic moment for me and Piaggio. The Vespa is a loved and revered brand globally and we are very excited to launch the original Vespa in India. The Vespa is not just our most famous and bestselling product around the world; it is also our business card, our technological flagship! We will bring India into the league of international markets where consumers are looking to own nothing but the best. I am optimistic about the India growth story".

Vespa is an ageless brand that has become a symbol of a distinctive lifestyle in market after market around the world. A masterpiece created by Piaggio in 1946, the Vespa is one of the most famous world icons of Italian technology and style. Vespa is a unique example of immortal design that has gone beyond a mere commuting product to become a part of social history and way of life.

In India, Piaggio will not compete with existing players, but will chart an entirely different course by creating an exclusive and unique segment for the brand. It will be a disruptive force in the two wheeler scooter space and will create a multitude of opportunities for the Vespa.

Speaking at the event, Mr. Ravi Chopra, Chairman and Managing Director, Piaggio Vehicles Private Limited (India) said, "There is no better time to be in the Indian two-wheeler scooter space with evolved consumers looking for lifestyle options that go beyond mobility. I am confident, fashion and style conscious consumers will make Vespa a resounding success in India".

The Vespa is positioned as a timeless and ageless lifestyle product that leverages its rich heritage and unique values to appeal to the finer emotions of the consumer. It is Piaggio's endeavor to cater to the aspirational needs of the fashion, style and brand conscious individuals, who would like to be exclusive, distinctive and in fact a breed apart. This is the segment of consumers who have a zest for life and aspire to reach the pinnacle of success and achievement!

Piaggio is creating exclusive accessories and merchandise for the fashionados who will adorn the specially designed range to compliment the stylish Vespa. In addition, consumers will soon be able to celebrate the Vespa and the pride of ownership through exclusive Vespa Clubs just the way the world does all over!

Vespa's smooth contours carry the aerodynamic DNA of an airplane. It boasts to be the only scooter in the world with a single piece monocoque steel body construction. The front suspension system in the Vespa has an aircraft derived single sided trailing arm for an excellent and comfortable ride.

Piaggio is presenting to India a retro classic Vespa that not only comes with a whole series of design and ergonomic marvels but also marks the worldwide debut of a completely new engine developed on the basis of extensive research for the Indian market. This new engine is eco-friendly and highly fuel efficient. It is a new generation global engine which will also be produced in Piaggio's other manufacturing facilities in Europe and Asia.

Piaggio India has set up a state-of-the-art manufacturing facility for production of the Vespa at Baramati in Maharashtra. The plant inauguration and product roll out is scheduled on 28th April'12.