Post its debut in print and on digital earlier this year, Meridian's campaign for Piaggio India's Vespa is now ready to go on air. The communication aims at echoing the point that the Vespa is not just a mode of transportation, but is an individual style statement. The ad itself focusses on how the Vespa is 'retro cool'.
In a new video segment called 'First Cut', the Campaign India team went on the set of the shoot to get a sense of what all went into the making of the ad, and everything that went on behind the scenes (the final film can be viewed at 3.11 as part of the same video). While we were there, we spoke to Anuraag Khadelwal and Satish deSa of Meridian, Harvey Brown, the director, and Payal Arora, the producer from Bang Bang films.
Ravi Chopra, chairman and managing director, Piaggio India, said, “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.”
On working with the director and the agency, Roopak Saluja, founder and managing director, Bang Bang Films and Jack in the Box Worldwide, said, "After the success of Indigo from a couple of years ago, there was no question on what Harvey would bring to the table. Having recently produced our most heavily awarded piece of work, IPL 'Carnival', with Anuraag and deSa, it was a real pleasure working with them again."
The film features a stylish young man who heads out on his yellow Vespa. He gets asked for a lift a couple of times, but rides past them, till he encounters a woman who matches his 'retro cool' style and Vespa. The line at the end is "Vespa. Fashion Unchanged. Since 1946”.
Watch the ad film here
Title: Funky Town
Agency: Meridian (Mumbai)
National Creative Head: Rajiv Rao
Agency Head: Samrat Bedi
Executive Creative Directors: Anuraag Khandelwal & Satish deSa
Account Management: Mohit Ahuja & Kevin Jacob
Account Planning: Shashank Lanjekar
Agency Producer: Shagun Shah
Production Company: Bang Bang Films
Director: Harvey B. Brown
DOP: Vikash Nowlakha
Produced by: Roopak Saluja, Marjorie Rodrigues & Payal Arora
Head of Production: Cyrus Mendes
Assistant Producer: Mohit Singh
Production Manager: Chetan Kale
Assistant Directors: Aditya Gupta & Jatin Shah
Editor: Harshal Thakur
Head of Post Production: Vivek Gupta
Post Production Manager: Abdeali Pedhiwala
Post Production: Prime Focus (Mumbai)
Music: Dhruv Ghanekar
Art Director: Indrani Pillai
Wardrobe: Shrushti Donde & Sanjana Shah
Make-up: Daniel Bauer
Casting: Vishal Gajaria