MAM
Dentsu Webchutney launches digital campaigns for Vespa Red and Aprilia
MUMBAI: Dentsu Webchutney has created a digital campaign for Piaggio India’s trendsetting Vespa Red that was launched the month of October last year. It is an extension of its existing global collaboration with Red, an organisation that partners with global brands to create awareness and support the fight against HIV/AIDS.
The sale of each Vespa Red, which was presented by Actor and UN Women Goodwill Ambassador, Farhan Akhtar, at the launch event, contributes to financing Global Fund to fight AIDS in India.
The digital campaign for Vespa Red kicked off with a series of teasers, creating excitement about the collaboration and introducing Red while educating audiences on the significance of this charity and the partnership.
On the day of the launch, Farhan Akhtar held a Facebook Live session. This was amplified via influencer activation. The campaign received average engagement of over 80 per cent across platforms by the audience. The brand received 11K impressions on the day.
Dentsu Webchutney Mumbai EVP and branch head Nishi Kant says, “The team couldn’t keep calm since the day we received the brief. Our pitch was one of the finest that we have produced so far. We had great fun working on these two campaigns as the brand that appeals to a young, sporty, fun-loving audience and has a tremendous heritage value as well. This is going to be a great ride and here’s to many more such campaign.”
Aprilia, which is renowned the world over for its unmatched racing heritage, entered the Indian market with its first made-in-India, made-for-India, crossover product – Aprilia SR 150. As a new entrant, the primary objective of the campaign was to create brand awareness. The media strategy was based on the same. First up – to increase visibility and awareness. To achieve this, impact properties were focussed on.
The campaign received more than 100 million impressions from Aprilia’s launch film. Organically, 14K followers were added to the Facebook page. This, coupled with a planned influencer activity across relevant categories, saw an increase in engagement by 39 per cent.
Brands
RR Kabel expands FMEG portfolio with kitchen appliances and air coolers
Company forays into mixers, cooktops and hand blenders under RR Signature brand.
MUMBAI: RR Kabel has just cooked up something new and it’s not just another wire. The leading wires and cables manufacturer has announced a significant expansion of its Fast-Moving Electrical Goods (FMEG) portfolio by entering the kitchen appliances segment and strengthening its air coolers range under the premium RR Signature brand. The company has introduced Mixer Grinders, Electric Cooktops (both Induction and Infra-Red variants), and Hand Blenders. These products mark RR Kabel’s strategic foray into everyday kitchen essentials, allowing it to reach deeper into Indian households beyond traditional electrical categories.
The Induction and Infra-Red Cooktops are seeing particularly strong demand amid global developments affecting LPG pricing and supply. Consumers are increasingly shifting to electric cooking for its energy efficiency, precise control, and safety features. RR Signature is reinforcing its ‘Aapke Kaam Ki Baat’ promise with best-in-class warranties across the range.
The company also plans to introduce additional kitchen appliance categories in FY26-27. In parallel, it has expanded its Air Cooler portfolio with new Industrial (Semi-Commercial) models featuring higher tank capacities and superior air throw, catering to both commercial users and households seeking powerful cooling during intensifying summers.
RR Kabel executive director Mahhesh Kabra said, “Our expansion into kitchen appliances allows us to connect with consumers at more touchpoints in their daily lives, while our expanded air cooler range addresses the rising need for effective cooling solutions. These launches reflect our continued focus on quality, innovation, and market relevance.”
By stepping into kitchen appliances and enhancing its cooling solutions, RR Kabel is wiring itself more deeply into Indian homes proving that even a cables company knows how to heat things up in the kitchen and keep things cool elsewhere. The move positions the brand for broader growth as it evolves from wires to a more complete home solutions player.
