Piaggio Vespa’s first ever TVC campaign makes a fashionable entry!
Piaggio India is all set to launch its first TV commercial for its Iconic ‘Vespa.’ The first of the commercial was launched on 2 October 2012, presenting it as a mix of...
Piaggio India is all set to launch its first TV commercial for its Iconic ‘Vespa.’ The first of the commercial was launched on 2 October 2012, presenting it as a mix of fashion senses. The piaggio 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. Piaggio has created a new luxury segment in the two wheeler space for consumers who have a zest for life, who aspire to reach the pinnacle of success and achievement, who want to be a breed apart! The communication aims at echoing the point that the Vespa is not just a mode of transportation, but is an individual style statement. The effective message translated into the film is really the fact that the youth express their individuality through their lifestyle. This is as universal as it is timeless. Thus, the communication hinges on “unchanged style” articulated in the tagline 'Fashion Unchanged.'
Speaking about the campaign, Mr Ravi Chopra, Chairman & Managing Director, Piaggio India says, “Vespa is not just a scooter, but a way of life. Its Italian design and style has endured the many decades of changing lifestyles, establishing itself as an icon, cherished and revered all over the world. This film brings out this retro yet contemporary magic of this brand. Consumers would be urged to possess the Vespa upon seeing the film.” The Vespa has remained chic and stylish since 1946, fashionable in every age. The film brings out this aspect and connects with the fashionable, who want to showcase a vibrant taste for fashion and good things in life. It promises to bring to life this individual style quotient. The layering of style is 'modern retro chic,' which highlights the 'unchanged' bit and the heritage aspect of the Vespa.
The film opens with a young man in a modern setting, cheerfully getting ready to go out. He jumps out of bed, dons his favourite shirt, shoes, jacket, straps on his helmet; all styled in a Vespa way, retro classic, yet modern chic. He gets on his Vespa in search of the 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.” The commercial can be viewed here
Commenting on the thought behind the campaign, Samrat Bedi, Head, Meridian says, “Vespa is not a mere means of transport with awesome fuel efficiency, wider tyre grip and such. It would have been of great disservice to Vespa had we positioned it on functional benefits. Plus, scooter advertising in India does so much of that anyways. Initially, the brand was launched with Print, OOH, Digital and PR. Given the encouraging consumer response to the campaign, we collectively believed that it was time for more people to get to know and fall in love with the Vespa. This TVC is single mindedly creating a premium segment in the functional scooter category and pegging the Vespa as a stylish and iconic lifestyle brand.”
Vespa Elegante 125 User Reviews
- Waiting for offers to buy the scooter
I saw the scooter and liked it very much. When I enquired about it, I was shocked to know that the scooter is this much expensive. I felt this shock two times in two days. First, I got to know that the top end variant of Maruti S Cross is costing Rs. 16 lac, after that, heard about overpriced Vespa. I hope there will be some cost cutting later on, as the scooter is not worth its price. One can think of buying it for Rs. 60,000 to 65,000 but I don’t think anyone would pay over Rs. 70,000 to buy it. It carries great looks and is available in dynamic shades to complete its class. I am eagerly waiting for its price to decrease so that I can buy the scooter as I am liking it very much. I am Shravan Kumar from Uttar Pradesh, please reply me here if you get any information about the decrease in Vespa’s price. I hope this review will be helpful for others. Thank you.
1 - Killer Looks
I purchased Vespa yesterday after hearing a lot of good things about it. The scooter is so smooth that sometimes you do not feel that its ignition is on when standing on a traffic signal. It is also well balanced and offers smooth running. Over these benefits, it is putting out a great mileage of 50 to 55 kmpl, I hope that the mileage will increase after its first service. The all new scooter reached to the speed of 90 kmph in a stretch of just 500 meters, that shows its power output. The stopping power is great and the tyres provide a good grip on the road. Its on-road price is around Rs. 77,000. If you are a scooter design fan, you should spend your earnings on it, otherwise, it is a costly scooter that will offer classic looks but perform like some others. Vespa is good for those who find these kinds of scooters attractive, it is only meant for them.
- Attractive retro style
Vespa is the non-geared two-wheeler from Piaggio. It is the only scooter in the country with retro looks and is being liked by most of the people. I bought my Vespa Elegante last month. I thought it would be powerful but it is not. It generates a maximum power output of around 10 bhp. But Vespa is stable, well-balanced and offers smooth running even on speeds over 70 kmph. It is a bit costly and goes to Rs.90,000 with its top end variant. It has both the electric and the kick start option for rider’s convenience. The old school looks of Vespa and its smooth running attracted me to buy the scooter. 7 litres of fuel tank capacity and boot space is enough to store a helmet and other small stuff. The headlight provides a good view of the road and high seating keeps you safe as you can see the potholes from a distance and can avoid them. Vespa is not worth its cost but is a good scooter overall.
- value is too high comapre to other two wheelers
i took test drive piaggio vespa lx 125 in ahmedabadits design good and comfort for drive but its rate in ahmedabad is 78000rs on road price and thats a main problem in ahmedabadso many two wheelers are available in 50000rs price range so i think vespa company should have to take some serious decision in his this new product
- MY WAIT IS GOING TO BE OVER
Well this is the scooter i was waiting fori remember my father use to drive vespa in my childhood days and now i will driveBelieve me i have sold my 7 months old activa for this scooterthe time i saw it in auto expo i am desperate for this scootervespa i am waiting for your launch