Aprilia India’s New Brand Film Explores Emotional Core of Riding

The second brand film from Aprilia India dives deeper into the emotional core of riding, exploring the powerful connection between riders and the Aprilia RS457. Following the success of Aprilia’s first film, Fun, featuring John Abraham, the brand continues to redefine motorcycle advertising with this second film titled Lust. This new film goes beyond traditional product promotion by focusing on the passion and desire riders experience, solidifying the bond between them and their Aprilia RS457.

Building on the excitement from the campaign’s debut, Lust showcases the allure and desire that compel riders toward the open road, perfectly embodied by the Aprilia RS457. Directed by the renowned Nigel Simpkiss, the cinematic ad captures the essence of riding— a blend of passion and precision. Through stunning visuals, the film evokes a deep sense of longing and the thrill of high-performance riding, inviting viewers into the heart of the sports bike experience.

Just like the previous film, this second chapter reflects Aprilia's bold storytelling approach, which aims to create emotional resonance with its audience. Lust is part of a four-film series, celebrating the complex emotions riders experience, ultimately strengthening the connection between the brand and its passionate community of bikers.

John Abraham, brand ambassador of Aprilia India, commented on his involvement, stating, "These films with Aprilia express the pure emotions felt when you connect with your bike. As an Aprilia fan, the new Aprilia RS457 feels like a work of art and engineering brilliance. I can look at it, lust after it, and ride for hours. The film captures this perfectly, and I’m sure anyone who loves riding will relate."

Graffi, Chairman and Managing Director of Piaggio Vehicles, echoed this sentiment: "The Aprilia RS457 is a stunning piece of machinery and offers an unparalleled riding experience. Our campaign was conceptualized to showcase the emotions any rider feels when they engage with an Aprilia. John has beautifully portrayed the powerful emotion of lust, which riders associate with our brand."

Apoorva Saigal, AVP of Corporate Communication and 2W Marketing at Piaggio Vehicles, added, “For this campaign with John and the Aprilia RS457, we wanted to create a series of films that truly resonate with our audience. Lust, the second installment, follows the tremendous reception of our first film, Fun. We’re excited to hear our consumers’ feedback on Lust, which taps into the visceral emotions tied to riding a beautiful, high-performance bike. John has perfectly captured the spirit of this connection.”