Vespa, the Italian scooter brand, has launched its new television
commercial that has been created by Meridian Communications
The scooter has been spotted on Indian roads since May 2012.
TVC has rolled out to support the print campaign which was launched
recently. It showcases Vespa as a fashion statement stating that
it has never gone out of style and is youthful.
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. Its 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.
entire film has a retro-chic styling to it. Right from the boys
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 Vespas
fashion antecedents, Meridian Communications ECD and Head-
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.
film opens on a young man getting ready to go out. He jumps out
of bed, dons his favourite shirt, shoes, jacket and straps on his
helmet. All styled in a Vespa way - Retro classic, yet modern chic.
He gets on his Vespa to look for his perfect girl. Not sporty kind,
not high fashion girl, but someone who matches his style and matches
a modern take on the classic Cinderella story. There is a little
twist in the film, not apparent at first, which waits to be unearthed
by the truly style conscious, and observant. No spoilers here. The
film ends with the line, "Vespa. Fashion Unchanged. Since 1946".