Piaggio’s Vespa instills aspiration with its new ‘Life by Vespa’campaign


By K. Ashwin Mob: 00919920183006 E-mail: indianshowbusiness@gmail.com

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 its connect 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

Description: C:\Users\belliappas\Desktop\Vespa print.jpg‘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, Mr. 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 consumers make individual choices that reflect their self-image. Through our new print campaign ‘Life by Vespa’, we give our consumers a peak into the Vespa way of life, enthralling them with the Italian design and style that has remained relevant through many changing lifestyles. Our recent launch of the Vespa VX has helped us delve deeper into this segment and it has been the focal point of this campaign.”

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 rationale? 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)


About Piaggio Vehicles Private Limited (PVPL)

PVPL is a 100% subsidiary of Piaggio& C S.p.A of Italy, which is one of the global leaders in two-wheelers. Piaggio invented the Vespa in 1946 and later pioneered the apé, the three-wheeler in 1947. PVPL commenced its India operations in 1999 with the launch of apé, which became India’s favorite three-wheeler brand in a short span of time. apé vehicles are engineered for higher fuel efficiency, rugged performance and outstanding load carrying capability. Living up to Piaggio’s core philosophy, all PVPL vehicles conform to the most stringent quality and environmental standards and offer extraordinary value for money.





Leave a Reply

Your email address will not be published. Required fields are marked *