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 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!)