Advertising is more than just making a sale.When done right, it is a story that invites, evokes and enthrals.
 A story that takes over your entire being, till all you can think of is owning, not the product on offer, but that all-consuming feeling. And then when you get it really right, the brand becomes synonymous with that very emotion. Talk about building brand recall.

So when tasked to create an advertising campaign for Aprilia’s newly launched RS 457, a game-changer in the mid-performance segment, we went beyond the roar of the engine and the sleek cuts of the frame. We stepped into the hearts and minds of a biking enthusiast. But then again, why just any enthusiast. Why not India’s most sought after celebrity biker? One that probably (definitely) Ducati wished to sign on. John Abraham.

It was during our interaction with him, that we came to understand that while we can talk about the 270 degree uneven firing order of the engine forever, when you hear it rev for the first time, it evokes a sensation like no other. The design of the bike. Its lineage. Its command on the asphalt.

They all evoke feelings of a different kind. Of fun. Lust. Thrill. And when it all comes together? Euphoria.

And that’s how the campaign had to unfold too. Unleashing sensations that bikers chase and making them synonymous with the brand. Four action-packed films were made to make pupils dilate, to set butterflies aflutter in the stomach, and make the hair on your arms stand up. A biker, a racer, a motorhead, whatever your claim to bikers glory, all the numbers on a spec sheet simply seem to smear away into the adrenaline filled blur surrounding the tunnel vision focus you have on the bike.

But what made this campaign truly remarkable, is our commitment to drive results. By ensuring that even the static visuals were as striking as they were strategic, we amplified the sensation. Enhanced by social media snippets and interactive content, we crafted a multi-channel advertising experience that fostered community and conversation around the brand and the bike. And as the cherry on top, we leveraged performance marketing and optimised engagement for the campaign. Because really, it had to be “all on eyes on me.”