Rational benefit-led communication eulogising about prolific mileage and muscular engine power is what the automobile advertising is mostly known for.The iconic Italian brand Vespa chooses to break the clutter with its maiden television campaign
MV Krishna who heads marketing for Vespa two wheelers admits his job is both tough and fun.To sell an automobile brand as a lifestyle statement instead of taking the rational-benefit route is a big risk in India.The reason he opted to take up the role of assistant vice president marketing at Piaggio Vehicles,after having worked in the automobile space for over 16 years on brands like TVS and Castrol is because he believes it is not just another two-wheeler.He has joined Vespa - a brand known for its associations with fashion and lifestyle,and that iconic imagery is what the new TV commercial created by Meridian Communication striving to establish.
The campaign is a simple story of a young fellow,getting ready one morning and zipping past on his canary yellow Vespa while being on the look-out for the correct accessory in this case the girl who matches his style,and of course,his Vespa.Colour,costumes,props,and music have all been used to full effect to grab attention.Agrees Krishna,There is a surreal tone to the ad flamboyant and exaggerated to accentuate the effect. The focus is clearly on the brands retro classic,yet modern chic imagery but with a sharp difference.Explains Satish deSa,executive creative director,Meridian Mumbai,We were clear that we wanted the European idiom of retro for the campaign and not the Om Shanti Om polka-dotted Indian retro look.
The challenge in auto-advertising has always been about the consumers need for the features and rock solid reasons to fork out cash.This campaign opts to stay away from the run-of-the-mill pegs - neither mileage nor pickup figures anywhere.Says Krishna,For a premium lifestyle brand like ours to navigate this tough path has been a challenge,where we have desisted in talking about the features in spite of the fact that the brand with its 125 cc powered 3-valve engine is at par with any other in the market.
Vespas communication for instance in Europe has never needed television advertising owing to its iconic status as well as familiarity.In India too,television was not the first medium of choice when the brand launched nearly four months ago.It chose a digital campaign,which was followed up with print and out-ofhome along with activation and below-the-line initiatives.Shares Samrat Bedi,head - Meridian Mumbai,It is probably the first ever strategically developed TV campaign for the Vespa brand. Launching on digital and not on a mass medium like television is a brave choice,many would feel,but there is logic in the sequence.Says Anuraag Khandelwal,executive creative director,Meridian Mumbai,Going mass early on with TV would have been a problem for many reasons.There was the brands heritage story to be told and there was a connect to be formed with the target audience and in our view these jobs were better done by other mediums like digital,print and BTL.
Sourabh Mishra,chief strategy officer,Saatchi & Saatchi India feels that while the new film is in the right strategic direction,the Vespa fan in him wishes the storytelling were a little richer.In his view it makes a lesser impact than one would expect from an icon like Vespa.
The film has been shot by the UK-based Harvey B-Brown whom Krishna recalls as being as fashionable as the brand itself.In Bedis view,Brown brought in lot of special elements in terms of the detailing in the frames as well as the overall look and feel.Satbir Singh,managing partner & chief creative officer,Havas Worldwide (formerly Euro RSCG) feels that the classic Vespa image has always been Gregory Peck and Audrey Hepburn in the 50s Hollywood classic Roman Holiday and would have preferred if the guy in the ad was more masculine like in the movies of 50s and 60s.A slightly more mature looking guy could have added a bit more.
