This campaign for Vespa was created as part of the Cannes Lions Copywriting Program, aimed at repositioning the scooter as a smart, everyday mobility solution for urban India. The core idea — “Vespa rides like an original” — highlights how Vespa isn’t trying to replace your car, but everything you hate about using it daily. Through conversational and insight-driven copy, the campaign addresses real-life commuter pain points like traffic, fuel wastage, and parking struggles, while celebrating Vespa’s elegant design and premium comfort. It blends practicality with personality, reminding people that movement can still feel stylish and effortless.