Paradigm Plus Marketing Communications bags Piaggio commercial vehicles

Meridian Communications handles the creative duties for Piaggio's Vespa Scooters business.

Italian auto company Piaggio has appointed Paradigm Plus Marketing Communications to handle the creative duties for its commercial vehicles division. The agency's mandate will be to work on communication for the brand Apé and also manage the corporate branding duties for brand Piaggio.

The agency will handle the business from its Pune office.

Harshawardhan Oak, head, account development, Paradigm Plus Marketing Communications, has confirmed the news to afaqs!.

The development comes on the back of a multi-agency pitch process that was initiated in Pune a couple of months ago.

The incumbent on the business was R K Swamy BBDO.

While the upcoming communication for Piaggio's commercial vehicles division will be a 360 degree effort, it will be BTL (below the line) and print-heavy.

Paradigm Plus Marketing Communications will also work on the media planning and buying mandate for the brand as of now.

A year back, Meridian Communications, Ogilvy India's second agency, was awarded the creative duties for Vespa Scooters, the popular two-wheeler brand from the Piaggio stable. Anindya Khare, marketing head, Piaggio Vehicles India (PVPL) tells afaqs! that the agency will continue to handle this part of the Piaggio account.