Piaggio's Aprilia 'designed for racers, built for riders'

The two-wheeler brand launched a 360-degree communication for its crossover sports bike SR150. The teaser campaign is created by Soho Square

BestMediaInfo Bureau | Mumbai | September 1, 2016

Click on the Image to watch the TVC.

Aprilia SR 150, an innovative crossover two-wheeler, was launched across media through an interesting teaser campaign connecting with the brand's racing lineage and representing the brand philosophy, 'designed for racers, built for riders.'

The pre-launch teaser campaign showcased its racer bike appeal and category redefining features like the powerful 150 CC engine, large 14-inch alloy wheels and front disc brake. The teaser film integrated the signature exhaust roar of Aprilia in the music track. The campaign was aired in the youth genre with the message 'India, it's race day', invoking curiosity among the target audience.

Soho Square, Mumbai, created an integrated campaign involving television, print and outdoor communication, apart from the on-ground collaterals surrounding the SR150 launch on August 22.

Stefano Pelle, Managing Director and CEO, PVPL, said, “We have not only developed a differentiated product offering for the Indian market but also a highly innovative, impactful communication representing the brand DNA. The media were chosen in order to maximise the impact and the reach of the target group.”

Anuraag Khandelwal

Anuraag Khandelwal, ECD and Creative Head, Soho Square, Mumbai, said, “The SR150 campaign is all about style coupled with Aprilia's racing lineage. The emphasis is to show the bike in all its glory and give a first look at a real game-changer.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Print AD:

Credits:

Client: Piaggio Vehicles

Brand: Aprilia SR150

Agency: Soho Square

Head of Office: Samrat Bedi

Creative Team:

Executive Creative Director and Creative Head: Anuraag Khandelwal

Senior Creative Director: ViharPatkar

Creative Director: Ishrath Nawaz

Associate Creative Director: Manoj Bhagat

Creative Controller: Pratik Kamat

Senior Art Director: Apparao Hare

Junior Visualiser: Vinay Khanvilkar

Account Management Team:

Senior Vice President: Mohit Ahuja

Account Director: Arkin Diniz

Account Supervisor: Selvam Somasundaram

Planning Team:

Senior Vice President – Planning: Shashank Lanjekar

Producer and Director: Kavit Modi

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