Piaggio India has launched a campaign ‘Do you Vespa?’ for its iconic two wheeler brand Vespa. The campaign conceptualised by BBH India and produced by Hectic Content celebrates the brand’s ideology of individuality.
The film offers a glimpse into the lives of Vespa riders who are ‘different from the rest, live in the moment and pursue their passions’. A young man lounges in an inflatable pool on the rooftop of a skyscraper while the super reads, “Do you tick tock?” A young girl painting the exposed bricks of a building, another young lady leaving her hand impression on wet concrete, and a man running across borders complete the ensemble, replete with unique captions. The film ends with a close up shot of the Vespa and the super reads, “Do you Vespa?”
Ravi Chopra, CMD, Piaggio India, said, "A brand like Vespa goes beyond just the category it operates in and presents an ideology – a way of life. There would be those who identify with it that end up being Vespa riders. The campaign gives a perspective on the Vespa ideology and aims to attract more fans."
Client: Piaggio (Vespa)
Agency: BBH India
Team BBH India: Russell Barrett, Arvind krishnan, Monideepa Nandi
Director: Lieven Van Balen