MUMBAI: Piaggio Vehicles, the purveyor of Vespa and Aprilia, today unveiled the first instalment of a cinematic digital ad campaign featuring Bollywood star and motorcyclist, John Abraham, astride the Aprilia RS457.
Aprilia’s recent introduction of the RS457 and the CBU portfolio has ignited a fervour among performance-oriented Indian consumers. The collaboration with John Abraham, a motorcycle aficionado, aims to further amplify the brand’s appeal and raise the bar in motorcycle advertising.
The campaign, centred around the Aprilia RS457, delves into the emotional core of motorcycling and the aim is to challenge the conventional norms of the industry. An exploration of the Indian superbike landscape revealed a profound shift in rider expectations. Beyond horsepower and aesthetics, today’s motorcyclists yearn for a visceral connection, a spiritual communion with their machines. Aprilia said that it has dared to answer this unspoken call, crafting a campaign that it said transcends the realm of product promotion and taps into the very soul of the riding experience.
The four-film series directed by Nigel Simpkiss, is a departure from the typical flashy ad format. Each film is a carefully crafted narrative that explores the emotions that intertwine with the riding experience. From exhilaration to solitude, from freedom to adrenaline, the campaign looks to capture the essence of what it truly means to be a motorcyclist. The campaign is conceptualised and executed by Centrick; a boutique creative agency.
That’s Aprilia. That’s RS457. This aims to be more than just a tagline; it encapsulates the brand’s essence and the deep connection it fosters with riders. The campaign aims to create a sense of belonging within the Aprilia community, celebrating the shared passion for motorcycling.
The first film, titled ‘FUN’, is now live.
Abraham said, “The Aprilia RS457 feeds my passion and is a symbol of the unbridled joy and many emotions that come with riding. This campaign is a raw, unfiltered expression of the rider’s soul – a call to those who crave the rush of adrenaline, the thrill of the unknown, and the freedom of the open road. I am excited for Aprilia fans, riders and motorcycle purists to see these films and I am sure they will find it relatable and encourage them to get on an Aprilia themselves!”
Diego Graffi, chairman, MD, Piaggio Vehicles said, “Aprilia has always been about pushing boundaries. This campaign is a bold statement of our intent to redefine the motorcycle ownership experience. This campaign, brought to life by John Abraham’s charisma, perfectly captures the spirit of Aprilia. We are confident that it will resonate with our target audience and strengthen our position in the market.”
Apoorva Saigal, AVP – Corporate Communication and 2W Marketing, Piaggio Vehicles said, “We discovered a void in the market – While specs and performance are undeniably crucial, they alone do not ignite the passion that drives riders. This campaign is a testament to our deep understanding of the modern rider. This campaign is about creating a movement, a community of riders who feel understood and celebrated. John Abraham, a passionate biker himself, brings an unparalleled authenticity to the campaign. His raw energy and connection with the Aprilia RS457 are palpable in every frame. We believe that Aprilia has the power to ignite a passion that goes beyond the ride itself. It’s about igniting emotions, not just showcasing features.”
