Piaggio, John Abraham team up for Aprilia RS457 ad campaign – Bike News

With the release of their recent model, the company stated to have created a four-film ad campaign series exploring the riding experience.

Piaggio is collaborating with Bollywood actor and avid motorcyclist, John Abraham, for Aprilia RS 457. The company unveiled the first instalment of a cinematic digital ad campaign, featuring the actor; and along with the CBU portfolio, it has generated enthusiasm among performance-driven Indian consumers.

Aprilia RS 457 digital ad campaign: Details

Stated to be a different format in presentation, the four-film series, directed by the renowned Nigel Simpkiss, explores the complex emotions that intertwine with the riding experience. The campaign showcases the essence of motorcycling – exhilaration, solitude, freedom, and adrenaline; and is created by Centrick, a boutique agency known for its innovation.

The brand’s tagline “That’s Aprilia. That’s RS 457.” reflects its essence. The campaign for Aprilia RS 457 explores the emotional aspects of motorcycling, addressing changing rider expectations for a deeper connection with their bikes. The first film, titled ‘FUN’, is said to be live and presents stunning visuals, compelling narrative, and John Abraham’s magnetic presence. 

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Speaking about his role as Aprilia India’s brand ambassador, John Abraham, said, “The Aprilia RS457 feeds my passion and is a symbol of the unbridled joy and many emotions that come with riding. This campaign is a raw, unfiltered expression of the rider’s soul – a call to those who crave the rush of adrenaline, the thrill of the unknown, and the freedom of the open road. I am excited for Aprilia fans, riders and motorcycle purists to see these films and I am sure they will find it relatable and encourage them to get on an Aprilia themselves!”

Sharing his views, Diego Graffi, Chairman and MD, Piaggio Vehicles said, “Aprilia has always been about pushing boundaries. This campaign is a bold statement of our intent to redefine the motorcycle ownership experience. This campaign, brought to life by John Abraham’s charisma, perfectly captures the spirit of Aprilia. We are confident that it will resonate with our target audience and strengthen our position in the market.”

Commenting on the campaign launch, Apoorva Saigal, AVP – Corporate Communication and 2W Marketing, Piaggio Vehicles said, “We discovered a void in the market – While specs and performance are undeniably crucial, they alone do not ignite the passion that drives riders.  This campaign is a testament to our deep understanding of the modern rider. This campaign is about creating a movement, a community of riders who feel understood and celebrated. John Abraham, a passionate biker himself, brings an unparalleled authenticity to the campaign. His raw energy and connection with the Aprilia RS457 are palpable in every frame. We believe that Aprilia has the power to ignite a passion that goes beyond the ride itself. It’s about igniting emotions, not just showcasing features.”

By harnessing John Abraham’s genuine passion for motorcycling and love for Aprilia, the brand aims to transform motorcycle advertising and build a strong connection with its audience.

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