{Edit: I was curious about which agency handled the campaign so thank you to The Neemly who pointed me in the right direction – the ad was created by the Mumbai-based Meredian Communications. You can read a press release about the ad here, it’s very informative (& amusing!) & effectively answers some of the things I brought up in the previous paragraph. Here’s an excerpt- Commenting on the thought behind the campaign, Samrat Bedi, Head, Meridian says “Vespa is not a mere means of transport with awesome fuel efficiency, wider tyre grip and such. It would have been of great disservice to Vespa had we positioned it on functional benefits. Plus, scooter advertising in India does so much of that anyways. Initially, the brand was launched with Print, OOH, Digital and PR. Given the encouraging consumer response to the campaign, we collectively believed that it was time for more people to get to know and fall in love with the Vespa. This TVC is single-mindedly creating a premium segment in the functional scooter category and pegging the Vespa as a stylish and iconic lifestyle brand.”}