The iconic scooter brand – now legendary, evoked by Gregory Peck and Audrey Hepburn in 'Roman Holiday', not to mention Anita Ekberg, when she flees the paparazzi on her scooter in 'La dolce vita' – is about to launch another campaign in India. Under the banner of the grammar of 'Do you Vespa?' the big Italian brand can afford to charge customers a 'premium' of 30-40% compared to the average of other scooters.
The manager of the new campaign is Kunal Sawant; together with Vinod Sudheer the two creatives of the advertising company Bartle-Bogle-Hegarty followed the commercials, filmed in Thailand, which however required close coordination across continents and time zones. Kunal is also the proud owner of a canary yellow Vespa, purchased two years ago, but, as his superiors point out, he was chosen for this campaign for his professional merits: the fact that he already owned a Vespa is a mere coincidence . The various 'Do you…' campaigns aim to depict the type of customer attracted to the Vespa: one who knows what he wants. Subhash Kamat, the CEO of BBH India, declares that the Vespa does not rely on cc (cubic centimetres) but on 'coolness'.
