First TV Commercial of Vespa in India

The first TV commercial of Italian scooter brand Vespa will go air on Indian channels soon. The TV commercial focuses on Vespa as a style statement, it starts with a man ready to go out and ends with the line “Vespa. Fashion Unchanged. Since 1946.” The ad campaign is designed by Meridian Communications, check out the Vespa TV Ad video after the jump.

Vespa TV Commercial India 2012

Meridian Communications ECD and Head- Mumbai Anuraag Khandelwal said,”The Vespa has never been considered a mode of transport to take you from point A to point B. It has always been about fashion. And this is what we set out to capture in this film. It’s a fashion accessory that decides, and sometimes even dictates, what you wear when you ride it. We extended that thought to suggest that perhaps your Vespa could also decide who you chose to ride pillion with.”

“The entire film has a retro-chic styling to it. Right from the boy’s room, to the clothes he wears, to the clothes of the girls on the street. This is in keeping with the classic, yet modern look of the Vespa. We thought this would give viewers a sense of Vespa’s fashion antecedents,” Meridian Communications ECD and Head- Mumbai added”

Piaggio Vehicles AVP – Marketing MV Krishna said, “We have consciously stayed away from standard automobile advertising model which invariably draws on functionality and features and looked at the brand purely from a lifestyle lens. The setting is a bit intentionally surreal to visually accentuate the idea of “more than just commuting”.

The TV commercial truly reflects the Vespa brand identity. Let’s see how much impact it makes on Vespa Scooter sales.

-Mahavir Kothari