Aprilia from the house of Piaggio Vehicles has rolled out a campaign featuring actor John Abraham to showcase the performance offerings of its newly introduced RS457 portfolio.

The campaign has been conceptualised by Centrick and comprises a film showcases the specifications of the Aprilia RS457, diving deep into the emotional essence of motorcycling and how the brand aims to redefine the norms of the industry. The first in a four-part series, titled 'fun', sparks a dialogue about the true passion and exhilaration that motorcycling represents through Abraham. It depicts how the bike 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.

What we think about it: Transcends typical product promotion, offering a cinematic exploration of freedom, adrenaline, and passion. By aligning John Abraham's authentic motorcycling persona with Aprilia, it effectively resonates with enthusiasts, creating lasting brand impact.

Diego Graffi, chairman and managing director, 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.”

Apoorva Saigal, associate vice president - 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, 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.”