MUMBAI: Staying with the idea of fun being integral to its product’s personality, Soho Square Mumbai has created a new campaign for Aprilia to launch its latest bike SR 125.  

The SR 125 bike is especially designed for Indian riding habits where bikers often ride with a pillion passenger. A host of features like longer seats, raised grab handles, 125cc engine and 14-inch wheels make it an enjoyable ride for two. 

The ad campaign, led by the TV commercial, takes us on a fun ride where eccentric characters find their fun-twin while riding the bike. Two superheroes, retro kings and beat-boxers are seen in pairs grooving to a hip track as they ride the new bike together. It’s an interesting approach that aims to stand out amidst other similar category advertising and appeal to the young consumers.  

Soho Square Mumbai, the creative house behind the idea, has created the integrated campaign involving TV, print, outdoor and digital communication around the idea. 

Soho Square Mumbai executive creative director and creative head Anuraag Khandelwal says, “We believe that the best way to have fun is with a companion, and the bike with its features enables one to do just that -have fun with a like-minded person. In the commercial we’ve shown how various people find their ‘Funtwins’ in the most unexpected situations.”

Commenting on the objective behind the film, Piaggio CEO and MD Diego Graffi adds, “The two-wheeler segment is very important to us in terms of growth. With the addition of the SR 125, we are well poised to better serve the Indian markets. This communication will surely help us in doing so.”