As this is a global alignment, the Vespa India account will be serviced by BBH India. The account was earlier handled by Soho Square Mumbai.
The Publicis Groupe agency has been mandated to develop communication for the brand to position it as a lifestyle product in the Indian market.
Krishna MV, AVP marketing, Piaggio (Vespa) says, "Vespa is an iconic brand and is more statement of personality than a mode of transport. The brand requires strategic thought that's different from traditional automobile category thinking. We have got BBH on board globally and in India to provide just that."
On winning the account, Subhash Kamath, CEO and managing partner, BBH India says, "Vespa is a very cool and very stylish brand, we're thrilled to partner them in India. BBH has always been known for creating ideas that travel across the globe to different markets and cultures. For Vespa too, we're looking forward to making the global brand idea resonate with Indian consumers through some path breaking work."
Russell Barrett, CCO and managing partner BBH adds, "Vespa is a legendary brand that's so much more than a scooter. It's a state of mind. What's even more exciting, is the kind of modern, cool work we have been tasked to create for Vespa."
BBH India was founded in 2009 and since then has grown very rapidly to a staff strength of 80 people. It was acquired by the Publicis Groupe in 2012. It serves a portfolio of diverse clients and brands that include Vaseline, Magnum, Marico, Diageo, Skoda, Red Bull, DSP BlackRock, CRY, Housing.com and World Gold Council.First Published : March 31, 2014