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Vespa launches TVC created by Meridian

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MUMBAI: Vespa, the Italian scooter brand, has launched its new television commercial that has been created by Meridian Communications’ Mumbai office.

The scooter has been spotted on Indian roads since May 2012.

The 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.

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 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 his Vespa.

It‘s 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".

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