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Soho Square wins Piaggio back; to handle two-wheeler brands Vespa and Aprilia
The account was won through a multi-agency pitch.
Soho Square has won the creative mandate for Vespa and Aprilia, the two-wheeler brands from automotive company Piaggio. The account was won following a multi-agency pitch.
The agency had earlier re-launched Vespa in India. However, due to a global re-alignment the account had to be moved. The Piaggio India team wanted a local agency this time, one which had a deep understanding of the Indian market, which is what led them to assign the creative duties for two of its brands to Soho Square.
Though the pitch was only meant for the Aprilia account, the Piaggio management decided to award the entire two-wheeler business, including Vespa, to Soho Square, says the company in a press release.
The agency's account win comes on the back of the recently acquired account of Nicotex - Cipla's brand of smoking cessation gum.
Commenting on the win, Ashish Yakhmi, vice-president and head, marketing, Piaggio Vehicles, says, "After several meetings with multiple agencies, we realised that not only is Soho Square the best fit for our brands, it has the necessary skillset to achieve our strategic objectives in India as well.”
Samrat Bedi, head of office, Soho Square, Mumbai, adds, "This is a homecoming of sorts. We were well and truly disappointed when Vespa moved out two years ago. More than the fact that this is a big win, we are elated to have Piaggio back in the fold.”
Soho Square is a known name in the auto segment, having launched Tata Motors' new 'Made Of Great' philosophy with brand ambassador Lionel Messi. It also handled the launch of Tata Tiago earlier this year. The agency also handles brand duties for YES Bank, Bisleri, and Franklin Templeton among others.