Piaggio Vehicles Pvt Ltd, the parent company of Vespa and Aprilia, has launched a new digital campaign for its newly launched Aprilia RS457. Starring Bollywood actor and motorcycle enthusiast John Abraham, the campaign promises to change the narrative of motorcycle advertising.
The Aprilia RS457 has already captured the attention of performance-minded motorcycle buyers in India. Under the auspices of John Abraham, Aprilia aims to deepen its connection with riders by focusing on more than horsepower and design. The campaign aims to explore the mental and emotional connection between a rider and his motorcycle.
A new era in motorcycle advertising
Conceived by creative agency Centrick and directed by Nigel Simpkiss, the campaign is a departure from traditional motorcycle advertising. Rather than focusing solely on technical specs, the four-part series delves into the emotions associated with motorcycling – freedom, excitement, solitude and adrenaline.
The first film in the series, titled “FUN,” is now available online. The film features stunning visuals and a narrative that captures the joy of riding. John Abraham, known for his passion for motorcycles, adds authenticity and depth to the campaign. His love for the Aprilia RS457 is evident in every scene, making it relatable to avid riders and motorcycle enthusiasts alike.
John Abraham on RS457
As the brand ambassador of Aprilia India, John Abraham brings an emotional and personal touch to the campaign. Talking about his involvement, he said, “The Aprilia RS457 feeds my passion and embodies the joy and emotion of riding. This campaign is a raw, unpolished expression of the rider’s soul – a call to those who crave the adrenaline rush and freedom of the open road.”
Aprilia’s Vision and Intentions
Commenting on the significance of the event, Diego Graffi, Chairman and Managing Director of Piaggio Automobili Sdn Bhd, said: “Aprilia has always pushed the boundaries of motorcycle design and performance. This campaign boldly demonstrates our intention to redefine the motorcycle ownership experience. John Abraham’s charisma and his genuine love for the RS457 perfectly embody the spirit of Aprilia.”
The first film in the series, “FUN,” is currently available to watch online and sets the stage for what is sure to be an unforgettable event for Aprilia and motorcycle enthusiasts alike.
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