MAM
Vespa instills aspiration with its new campaign
MUMBAI: Vespa is all set to place on center stage with its latest campaign Life by Vespa to launch the all new Vespa VX.
The new communication is an expression of lifestyle associated with Vespa and draws the attention of discerning young customer. They aim to pick up brands which match their individual style and this individuality is worn on the sleeve. The effective message translated through this campaign highlights a stylish and aspirational life associated with Vespa.
Speaking about the campaign, Piaggio Vehicles India marketing head MV Krishna said, “It is our endeavor to showcase a whole lifestyle associated with Vespa and not regard it as a mere means of transportation. Vespa addresses individuals who are naturally different and who‘d like to make a unique statement. Our target consumers make individual choices that reflect their self-image. Through our new print campaign ‘Life by Vespa‘, we give our consumers a peak into the Vespa way of life, enthralling them with the Italian design and style that has remained relevant through many changing lifestyles. Our recent launch of the Vespa VX has helped us delve deeper into this segment and it has been the focal point of this campaign.”
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Soho Square is the creative agency behind the campaign. Commenting on the thought behind the campaign, Soho Square executive creative directors Anuraag Khandelwal and Satish Desa said, “How many times have we let our hearts take our decisions. The Vespa life is about the people who can let themselves do just that. They are the set who have higher standards of aesthetic, aspiration and achievement. They respect heritage. The finer things in life matter deeply. They live the beautiful life not just because they have the means, but because they have the hunger to. This campaign salutes those beautiful people, and reassures them that the Vespa is, indeed, a most appropriate way to embrace the world and all it has to offer.”
Over the years, Vespa has grown from being just a scooter to a lifestyle brand. After winning the hearts of over 17 million riders globally, and launching over 150 models, Vespa‘s arrival in India scores a bounty for Piaggio.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
