The Brand Brewery conceptualises and manages the launch campaign of Vespa India scooters

by  Isha Gakhar Marketing | September 22, 2015 | News

Vespa India Alessandaro Del Piero The Brand Brewery Mandira Bedi Rocky S

The brand new Vespa 150cc scooters were launched in Mumbai on Sept. 1. Conceptualised and executed by Mumbai-based The Brand Brewery (TBB), the event was planned in multiple phases.

Amidst great fervour, TBB welcomed the brand ambassador and the iconic Italian footballer Alessandaro Del Piero at Mumbai International Airport, wherein an amazing fan moment was created with more than 100 young football enthusiasts eagerly waiting to receive their idol.

Talking about the execution challenges, Pradyumn Tandon, Founder & Director, TBB said, “Well, introducing two legendary Italians - the latest Vespa 150cc and the iconic footballer ADP to Indian media was definitely a landmark achievement for team TBB. However, managing and planning multiple launches and engagement with the media at different levels was surely a challenging task in hand. We are proud to be a part of yet another landmark achievement of Vespa, we are sure it will be an instant hit in the Indian market."

The first phase was the media launch, where ADP was introduced to the Indian media along with the unveiling of the latest Vespa 150cc scooters. This was followed by a Q&A session describing the brand’s association with Del Piero, along with a brief session by Stefano Pelle, Managing Director, Piaggio India talking about their future plans for the India market.

In addition, ADP's photo shoot with a lifestyle magazine Grazia was also conducted. His candid video shoot showing his football antics, and his love for the brand and football was also captured.

A special CSR initiative, ‘Vespa for Children’, was also a part of the launch, which was a joint effort between Vespa and Smile, a child welfare NGO for under-privileged kids. As a part of this activity, the latest Vespa 150cc was placed on auction and the highest bidder was awarded the Vespa, signed by ADP, while proceeds of the auction went to the charitable trust.

To create buzz over the launch, a digital campaign was run simultaneously, offering the biggest fan of ADP a chance to meet his idol and learn a trick or two.

The second phase was all about showcasing Vespa 150cc at a lavish party attended by a bunch of celebrities, including Rohit Bal, Rocky S, Mandira Bedi and Tanisha Mukherjee. The evening also saw an entertaining performance by a celebrity band of Manasi Scott and Suchitra Pillai.