MUMBAI: Vespa is all set to place on center stage with its latest campaign Life by Vespa to launch the all new Vespa VX.

The new communication is an expression of lifestyle associated with Vespa and draws the attention of discerning young customer. They aim to pick up brands which match their individual style and this individuality is worn on the sleeve. The effective message translated through this campaign highlights a stylish and aspirational life associated with Vespa.

Speaking about the campaign, Piaggio Vehicles India marketing head MV Krishna said, "It is our endeavor to showcase a whole lifestyle associated with Vespa and not regard it as a mere means of transportation. Vespa addresses individuals who are naturally different and who‘d like to make a unique statement. Our target consumers make individual choices that reflect their self-image. Through our new print campaign ‘Life by Vespa‘, we give our consumers a peak into the Vespa way of life, enthralling them with the Italian design and style that has remained relevant through many changing lifestyles. Our recent launch of the Vespa VX has helped us delve deeper into this segment and it has been the focal point of this campaign."

Soho Square is the creative agency behind the campaign. Commenting on the thought behind the campaign, Soho Square executive creative directors Anuraag Khandelwal and Satish Desa said, "How many times have we let our hearts take our decisions. The Vespa life is about the people who can let themselves do just that. They are the set who have higher standards of aesthetic, aspiration and achievement. They respect heritage. The finer things in life matter deeply. They live the beautiful life not just because they have the means, but because they have the hunger to. This campaign salutes those beautiful people, and reassures them that the Vespa is, indeed, a most appropriate way to embrace the world and all it has to offer."

Over the years, Vespa has grown from being just a scooter to a lifestyle brand. After winning the hearts of over 17 million riders globally, and launching over 150 models, Vespa‘s arrival in India scores a bounty for Piaggio.