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Soho Square wins Piaggio’s creative mandate

The agency has won the creative duties following an aggressive multi-agency pitch. It will handle the creative duties of Piaggio brands Aprilia and Vespa

BestMediaInfo Bureau | Mumbai | July 18, 2016

soho-squareSoho Square has been handed the creative duties of Piaggio brands Aprilia and Vespa, after a hard-fought pitch involving multiple agencies over several rounds. This comes on the back of recently won Nicotex, Cipla’s smoking cessation gum brand.

Piaggio though isn’t entirely new to Soho Square. The agency had earlier relaunched Vespa in India. However, due to a global realignment the account had to be moved. This time though, the Piaggio India team was specifically looking for a local agency with a deep understanding of Indian markets.

Although the pitch was only for the Aprilia account, the Piaggio management eventually decided to award the entire two-wheeler business, including Vespa, to Soho Square.

Ashish Yakhmi Ashish Yakhmi

Ashish Yakhmi, Piaggio Vehicles’ VP and Head – Marketing, said, “After several meetings with multiple agencies, we realised that not only is Soho Square the best fit for our brands, but they also have the necessary skill-sets to achieve our strategic objectives in India.”

Samrat Bedi Samrat Bedi

Samrat Bedi, Head of Office, Soho Square, Mumbai, commented, “This is a homecoming of sorts. We were well and truly disappointed when Vespa moved out two years ago. More than the fact that this is a big win, we are elated to have Piaggio back in the fold.”

Shashank-Lanjekar Shashank Lanjekar

Shashank Lanjekar, Senior VP – Strategic Planning, Soho Square, Mumbai. Added, “Vespa is a strong global brand. In India, too, it has had quite a long heritage. Aprilia on the other hand is relatively unknown, although it is very famous globally. Our challenges will be to capitalise on the strengths of either and carve a clear niche for ourselves. I am glad that Piaggio has placed their trust in us.”

Soho Square is quite well-known in the auto segment, having launched Tata Motors’ new ‘Made Of Great’ philosophy with brand ambassador Lionel Messi. They also handled the launch of the Tiago earlier this year. The agency also handles brand duties for Yes Bank, Bisleri, Franklin Templeton, H&R Johnson and HRI's Vasmol.

Info@BestMedianfo.com

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