Mumbai: The 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” 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, Race Day is Coming” invoking curiosity among the target audience about the highly anticipated launch of the innovative product from the brand that has racing in its DNA. The campaign is now being aired with the message, “India, It’s Race Day”, indicating the launch of Aprilia SR 150.
Commenting on the communication surrounding the launch of the Aprilia SR 150, Mr. Stefano Pelle, Managing Director and CEO – PVPL: 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.
Soho Square, Mumbai, has created an integrated campaign involving TV, print and outdoor communication, apart from the on-ground collaterals, surrounding the SR150 launch on the 22nd of August, 2016.
Commenting on the TV commercial, Anuraag Khandelwal, ECD and Creative Head, Soho Square, Mumbai: The SR 150 campaign is all about style coupled with Aprilia’s racing lineage. The emphasis is thus to show the bike in all its glory and give a first look at a real game-changer.
Head of Office: Samrat Bedi
Creative Team: Anuraag Khandelwal – Executive Creative Director and Creative Head
Vihar Patkar – Senior Creative Director
Ishrath Nawaz – Creative Director
Manoj Bhagat – Associate Creative Director
Pratik Kamat – Creative Controller
Apparao Hare – Senior Art Director
Vinay Khanvilkar – Junior Visualiser
Account Management Team:
Mohit Ahuja – Senior Vice President
Arkin Diniz – Account Director
Selvam Somasundaram – Account Supervisor
Shashank Lanjekar – Senior Vice President – Planning
Producer and Director: Kavit Modi