Aprilia India is once again redefining the landscape of motorcycle advertising with the release of its second digital campaign for the RS457, following the success of the first film, ‘Fun,’ which featured brand ambassador John Abraham.
This time, the campaign dives deeper into the emotions of riders, presenting the next chapter in its four-part series with a film titled ‘Lust.’ The new ad aims to explore the deep connection between riders and their motorcycles, highlighting the allure and desire that Aprilia believes drives every true motorbike enthusiast.
With ‘Lust,’ Aprilia seeks to go beyond typical motorcycle advertising by tapping into the powerful emotions that connect riders to the open road. The RS457, the star of this campaign, represents the perfect blend of performance, beauty, and desire. Directed by renowned filmmaker Nigel Simpkiss, the ad captures the intense feelings of passion and precision that define not just the Aprilia RS457, but the entire Aprilia brand.
The visuals in ‘Lust’ are crafted to evoke the thrill of high-performance riding, taking viewers on a visceral journey that goes straight to the heart of what it means to ride. The film embodies the sense of longing and exhilaration that makes riding a motorcycle more than just a mode of transport—it’s an experience that satisfies the soul. Aprilia aims to position the RS457 as more than just a sports bike; it’s an object of desire that riders crave to be a part of their lives.
Brand ambassador John Abraham, a longtime motorcycle enthusiast, plays a pivotal role in bringing the emotional essence of ‘Lust’ to life. As an avid Aprilia fan, Abraham’s personal connection to the brand shines through in this campaign. He shared his thoughts on the film, stating, “The Aprilia RS457 is not just a bike; it’s a masterpiece of engineering and design. ‘Lust’ captures that feeling of absolute beauty and performance that every rider dreams of. It’s about more than just speed—it’s about craving the experience of riding for hours on end.”
John’s genuine passion for motorcycles, particularly the RS457, resonates in the film, allowing the audience to relate to the emotions portrayed. This authenticity is key to the campaign’s success, as it speaks directly to motorcycle enthusiasts who understand the deep bond between rider and machine.
Aprilia’s approach to this campaign series is far from conventional. Instead of focusing solely on technical specs and performance stats, the brand has chosen to tell a story—a story that resonates with the heart of every rider. ‘Lust’ is the second chapter in a four-part anthology, each film designed to explore different emotions that riders feel when they connect with their motorcycles.
This unique storytelling method sets Aprilia apart in the highly competitive world of performance motorcycle advertising. By emphasizing the emotional aspect of riding, the brand seeks to create a lasting impression that goes beyond product promotion, fostering a deeper connection with its audience.
The RS457 has been lauded for its design and performance, and ‘Lust’ highlights the very essence of what makes this motorcycle stand out. As Graffi, Chairman and MD of Piaggio Vehicles, explains, “The Aprilia RS457 is truly a stunning machine—both aesthetically and in terms of performance. Our ad campaign is designed to visually and emotionally capture the feelings riders experience when they first lay eyes on, or ride, this bike. ‘Lust’ is a powerful emotion that many of our customers associate with Aprilia, and this campaign reflects that.”
The RS457, with its sleek design and high-performance engine, is built to deliver not just speed but an experience that engages all the senses. From the moment a rider sees the bike to the exhilarating thrill of riding it, the RS457 aims to create an unforgettable connection.
With ‘Lust’ following the success of the first film ‘Fun,’ Aprilia is building anticipation for the remaining two chapters in the series. Apoorva Saigal, AVP – Corporate Communication and 2W Marketing at Piaggio Vehicles, noted, “Our goal with this campaign is to create films that our audience not only enjoys but deeply relates to. ‘Lust’ brings to the forefront the undeniable beauty of the Aprilia RS457, while also exploring the visceral emotions that come with riding such a machine. We’ve seen great feedback from our first film, ‘Fun,’ and we’re excited to see how our customers respond to ‘Lust.’”
Saigal also emphasized that the series is designed to keep Aprilia’s community of passionate riders engaged, each film delving into a different facet of the rider’s emotional journey. Aprilia’s approach to marketing aims to create not just brand awareness, but a deep-rooted connection with its audience.
Through the ‘Lust’ campaign, Aprilia is reinforcing its dedication to providing more than just motorcycles—they are offering an experience that taps into the rider’s emotions. The RS457 stands as a symbol of this commitment, delivering both performance and an emotional connection that resonates with those who crave the thrill of the ride.
With two more films to follow, Aprilia’s campaign is poised to continue pushing the boundaries of motorcycle advertising, challenging conventional approaches and creating content that speaks to the heart of what it means to ride. The RS457, with its blend of beauty and power, remains at the center of this journey, embodying the essence of what every rider desires—both on the road and in their hearts.
