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Riding Retro
  • Tagline Fashion Unchanged
  • Agency Meridian Communication
  • Campaign duration Six weeks, until mid-November
  • Media Television
  • TVC length 40 seconds
  • No of channels Over 30
  • Language English


It made its Hollywood debut with Gregory Peck and Audrey Hepburn in Roman Holiday and several decades later, in Bollywood with Ranbir Kapoor in Bachna Ae Haseeno. But when Vespa launched in India earlier this year, the iconic Italian scooter brand didn’t connect with customers through cinema or television. Instead, it opted for a digital and print campaign. Six months later, when Vespa unveiled its television campaign, it decided to hark back to its glory days — the 1960s. The retro-look campaign (bright motifs and indecipherable music) is all about the scooter as a style statement, rather than a listing of its features. “We wanted to showcase the premium-ness of the product and its heritage rather than focus on functionality,” says Meridian Mumbai’s executive creative director Anurag Khandelwal. The gearless scooter’s made-for-India features are shown more subtly — the reworked seat and lower footboard, for instance, are emphasised by showing the girl in the ad sitting side-saddle, since that’s how Indian women sit on two-wheelers. “The ad targets the younger generation but obviously, the product is not limited to them,” explains MV Krishna, associate VP, marketing, Piaggio Two Wheelers. But, will young India fall for its retro appeal?

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