Following the success of Aprilia India’s debut film Fun, starring brand ambassador John Abraham, the company continues to elevate motorcycle advertising with the release of its second digital campaign installment titled Lust. This new chapter dives deeper into the emotional essence of riding, exploring the magnetic connection between riders and the Aprilia RS457.
Building on the momentum of its first release, Lust portrays the irresistible allure that beckons riders to the open road, embodied by the sleek and powerful RS457. Directed by renowned filmmaker Nigel Simpkiss, the cinematic ad blends passion with precision, capturing the essence of desire and the rush of high-performance riding. With sweeping visuals and intense energy, the film evokes the deep craving and thrill that accompany the sports bike experience.
Lust, like its predecessor, moves beyond the standard product-centric narrative, offering a storytelling approach that resonates emotionally with its audience. This film is the second in a four-part series, each designed to celebrate the multifaceted emotions tied to the riding journey. Through this bold and evocative campaign, Aprilia continues to strengthen its bond with its community of riders, fostering a deeper connection that transcends mere brand loyalty, tapping into the shared passion for speed, adventure, and the ultimate freedom of the road.
Speaking about the campaign, John Abraham, brand ambassador Aprilia India said, “These films with Aprilia are an anthology of very pure emotions that one experiences when you connect with your bike. I have been an Aprilia fan for many years and the new Aprilia RS457 is a piece of art and top-notch engineering that I can look at, lust at, and ride for hours. That is exactly what the new film captures, and I am sure everyone who truly loves riding, will relate to it.”
Commenting on the second film, Graffi, chairman and MD, Piaggio Vehicles, said, “The Aprilia RS457 is a beauty and rides like a dream. It is by far the most stunning and aesthetic mid-performance sports motorcycle in India. Our ad campaign has been conceptualised to rightly visualise the emotions any rider feels when he looks at and is astride an Aprilia; and just like fun, lust is also another powerful emotion that our riders associate with Aprilia. John has done an incredible job to bring it out so beautifully on screen.”
Adding his thoughts, Apoorva Saigal, AVP – corporate communication and 2W Marketing, Piaggio Vehicles said, “For our campaign for Aprilia RS457 and John, we wanted to create a series of highly relatable films that our customers look forward to. With the film – Lust, we wanted to bring to the front the absolute beauty that the Aprilia RS457 is. Consumers have given our first film ‘FUN’ immense love and approval. Lust is the second instalment of the 4-part series, and we cannot wait to receive consumer feedback for it. It taps into a very visceral emotion associated with riding a beautiful and high-performance bike, and I am sure it will resonate very well with our audience. John has truly brought out the emotion well as he himself relates to it.”
