Piaggio

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Case Study



The Problem:

Piaggio is the inventor of three wheelers and a world wide leader in the segment. In India too they were the pioneers in the small commercial vehicle segment with their flagship brand, Apé. With promising growth in the category, they were looking for a positioning planck that would further reinforce their leadership in the category.

The Solution:

The small commercial vehicle drivers and owners are the unsung heroes of the nation that keep the nation moving every day. If they stop moving, the country could come to a standstill. Despite playing such a crucial role, our extensive research and interviews with the stakeholders unearthed a rather surprising insight. They were not given the importance they deserved.

Hence, the idea of ‘Apé chalta hai toh desh chalta hai’ was born. An idea that not only affirmed their role in the nation positively but also was a runaway success among the various stakeholders of the brand. The idea and the campaign proved to be the start of a prolific client-agency that is still going strong even after seven years. (Touch wood!)