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 Client: Piaggio Brand: Vespa 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