Soho Square has bagged the creative duties of Piaggio's bikes Aprilia and Vespa, post a multi-agency pitch.
The agency handled Vespa until the account moved to BBH India following a global alignment in March 2014.
This time, Piaggio had initiated a pitch only for the Aprilia account, but the management decided to award the entire two-wheeler business including Vespa to Soho Square, informed an agency statement.
Ashish Yakhmi, VP and head – marketing, Piaggio Vehicles, said, "After several meetings with multiple agencies, we realised that not only is Soho Square the best fit for our brands, but that they also have the necessary skill-sets to achieve our strategic objectives in India."
Samrat Bedi, head of office, Soho Square, Mumbai, said, "This is a homecoming of sorts… We were well and truly disappointed when Vespa moved out two years ago. More than the fact that this is a big win, we are elated to have Piaggio back in the fold."
Shashank Lanjekar, senior VP – strategic planning, Soho Square, Mumbai, added, "Vespa is a strong global brand. In India too, it has had quite a long heritage. Aprilia on the other hand is relatively unknown, although it is very famous globally. Our challenges will be to capitalise on the strengths of either and carve a clear niche for ourselves… I am glad that Piaggio has placed their trust in us."
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