Aprilia’s quirky campaign created by Soho Square Mumbai
Staying with the idea of fun being integral to its products’ personality, Soho Square Mumbai has created an exciting new campaign for Aprilia to launch its latest bike – SR 125. The SR 125 bike is especially designed for Indian riding habits where bikers often ride with a pillion passenger. A host of features like longer seats, raised grab handles, 125cc engine and 14-inch wheels make it an enjoyable ride for two.
The ad campaign, led by the TV commercial, takes us on a fun ride where eccentric characters find their fun-twin while riding the bike. Two superheroes, retro kings and beat-boxers are seen in pairs grooving to a hip track as they ride the new bike together. It’s an interesting approach that aims to stand out amidst other similar category advertising and appeal to the young consumers.
Soho Square Mumbai,the creative house behind the idea, has created the integrated campaign involving TV, print, outdoor and digital communication around the idea.
Expressing his views on the fun-twin campaign, Anuraag Khandelwal, Executive Creative Director and Creative Head, Soho Square, Mumbai: Aprilia has always stood for one thing -Fun. And now with the new SR 125, we are taking fun to a whole new level. We believe that the best way to have fun is with a companion, and the bike with its features enables one to do just that -have fun with a like-minded person. In the commercial we’ve shown how various people find their ‘Funtwins’ in the most unexpected situations. I’m sure this ad will encourage people to go out and find their own ‘Funtwins’.
Commenting on the objective behind the film, Diego Graffi, CEO and MD of Piaggio: The two-wheeler segment is very important to us in terms of growth. With the addition of the SR 125, we are well poised to better serve the Indian markets. This communication will surely help us in doing so.
Ashish Yakhmi, 2W Business Head, Piaggio, India: The SR 125 is a very exciting product for us. A product like this warrants an equally exciting communication route, and thus we believe the concept of ‘Funtwins’ is bang on as far as the TG is concerned. I’m sure the ad will be liked by people in the market for a two-wheeler.