Advertisment

Meridian repositions Vespa as fashion statement

The new print campaign 'Fashion Unchanged' is aimed at helping the consumer see this classic vehicle for what it is - a fashion accessory

author-image
BestMediaInfo Bureau
New Update
Meridian repositions Vespa as fashion statement

Meridian repositions Vespa as fashion statement

The new print campaign 'Fashion Unchanged' is aimed at helping the consumer see this classic vehicle for what it is - a fashion accessory

BestMediaInfo Bureau | Delhi | May 1, 2012

publive-image

publive-image

publive-image

Piaggio Vehicles Pvt. Ltd launched its original iconic Vespa in India last week.   In continuance with the launch initiatives, Meridian Communications, Mumbai, released the Print campaign for Vespa.

It's tough to take your eyes off the Vespa. Its style has been conquering the streets across the world for six decades now. And why shouldn't it, after all it had been designed by Corradino D'Ascanio the man who designed the Italian helicopter.

"What we are looking at is to propagate a paradigm change in the way people look at a scooter. We want everyone from stakeholders to the consumer, to see the Vespa not just as a means of transport but as a style statement. Our campaign is aimed at helping the consumer see this classic vehicle for what it is - a fashion accessory", says Samrat Bedi, Head, Meridian Communications, Mumbai.

This sentiment is echoed by Mohit Ahuja, Vice President, Account Management who says, "The campaign owes its evolution to the DNA of the brand. Vespa is about a unique way of life and of taking the path not trodden. We hope this campaign does the same."

"Vespa's appeal lies in the paradox of timeless yet fashionable. Our campaign reflects this aspect", adds Shashank Lanjekar, Vice President, Account Planning.

Over the years Vespa has moved from being a mode of transport to a fashion accessory. However, it has retained its core design and has only grown more stylish with time. The original monocoque single body is still found on the Vespa of modern day. From crossing the English Channel to going at war, Vespa has left no path untraveled. Just to prove that it's not only about the looks.

Considering the above facts Piaggio felt that launching the Vespa as any other scooter would do injustice to its legacy. It deserved to be launched as a fashion brand. The amalgamation of the fashion accessory and its indomitable heritage gave seed to the thought of 'Fashion Unchanged'. The campaign created by Meridian has been inspired by the product itself. The look has been designed keeping in mind its iconic style. After all, a timeless classic speaks for itself.

Piaggio is creating exclusive accessories and merchandise for the fashionados who will adorn the specially designed range to compliment the stylish Vespa.  In addition, consumers will soon be able to celebrate the Vespa and the pride of ownership through exclusive Vespa Clubs just the way the world does all over.

In India, Piaggio will not compete with existing players, but will chart an entirely different course by creating an exclusive and unique segment for the brand.  It will be a disruptive force in the two wheeler scooter space and will create a multitude of opportunities for the Vespa.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

Advertisment