MxMIndia

Tag: Ford EcoSport

  • Titled "Fun on Your Side", the digital campaign aims to bring different aspects of fun to lie that customer can experience with the all-new EcoSport

    Ford EcoSport initiates innovation with Google Search

    By A Correspondent

     

    To celebrate the launch of compact SUV Ford EcoSport, Ford India teamed up with Google to launch what it bills as a first-of-its-kind digital campaign in the automobile space in India.

     

    Titled “Fun on Your Side”the digital campaign aimed to bring different aspects of fun to lie that customer can experience with the all-new EcoSport even when they search for it online.

     

    The activity started on November 9 and will be on till November 15. Said Rahul Gautam, Vice President – Marketing, Ford India: “The car that started the compact SUV phenomenon in India is back to win many more hearts and minds. With the Fun with EcoSport campaign, we have worked with Google to ensure that the spirit of fun spreads beyond our dealership floors to everyone searching for it. With the New Ford EcoSport, our engineers have combined style, fun, and technology – all in one package – that we want our consumers to search and experience.”

     

    Commenting on the campaign, Vikas Agnihotri, Director Sales, Google India added: “Research shows 89 per cent of car buyer’s decision making is influenced through digital and majority of their journey starts from Google Search. The digital campaign for the launch of the new Ecosport combines strong intent cues from consumers with the innovative search voting feature to provide a fun-filled and memorable experience.”

     

     

  • The fact that more than two-thirds of close to 22,000 respondents of a survey by Ford India didn't consider safety as an important consideration while buying a vehicle proves the trend

    Ford urges customers to make safety atop priority

    By A Correspondent

     

    Ford India is back with a campaign where it urges customers to make safety a priority and not a choice. The campaign finds its roots in the research that shows safety in car buying decisions play second fiddle to every other parameter – be it looks or mileage and even convenience features.

     

    The fact that more than two-thirds of close to 22,000 respondents of a survey by Ford India didn’t consider safety as an important consideration while buying a vehicle proves the trend.

     

    “Sixty years ago, Ford was the first automaker to offer factory-installed safety belts, and our legacy of safety innovation endures to this day. Today in India, we are making sure that all our products with six-seven airbags are available at an affordable price. While we make safety accessible, and affordable across segments, with the latest campaign we want customers to prioritize it too for the sake of their loved ones,”

     

    The television commercial titled The Uncomfortable Question features a conversation between a doting father and his curious daughter as they go for a ride in their new Ford EcoSport.

     

    While the father familiarizes the daughter with a long list of Ford EcoSport’s features, the anxious daughter raises a pertinent question — how will he ensure her safety in the rear seat? The confident father, being happy with his choice, assures the daughter with the proven safety credentials of his EcoSport that boasts of six airbags for complete all-around protection. An assured smile replaces the daughter’s confused expression after hearing her father’s reassuring words on how he has prioritized her safety.

     

    The underpinning message in the commercial urges car buyers to make safety a top consideration in their purchase journey and choose a vehicle that priorities complete protection of their loved ones.

     

    “While Government policies and regulations evolve, we are ahead of the curve and are providing safety features not because we have to but because we see it as our responsibility. Your safety is our priority and thus the Ford portfolio in India today comes equipped with advanced safety features such as ABS, EBD, side & curtain airbags as well as industry-first knee airbag, making it up to seven to keep vehicle occupants safe,” said Rahul Gautam, Vice President – Marketing at Ford.

     

    Conveying an important message, the campaign will follow an integrated communication approach and optimally leverage all paid, owned and earned media channels including social, digital, television, print, radio and mobile for the campaigns.

     

    Added Sachin Ambekar, Vice President & Executive Creative Director, Global Team Blue India: “We find that people in India are extremely protective when it comes to the family. They use every mean to protect them. With the help of this campaign, we are pushing consumers to think hard and evaluate the choices they make when it comes to car purchase as well.”

     

  • Bold, independent and confident of making right choices is how Ford's new TVC celebrates the empowered women in India of today

    Ford India’s latest TVC celebrates the women of today

    By A Correspondent

     

    Playing on the theme of taking safety in your hands, the new commercial shows a self-assured Kalki Koechlin celebrate the essence of ‘Raksha Bandhan’ by tying Rakhi on her wrist before driving off in a Ford EcoSport.

     

    The commercial also reinforces Ford’s focus on safety as it announces the introduction of dual front airbags as standard across all variants of its compact SUV EcoSport. With the latest announcement, the entire Ford product portfolio comes equipped with standard airbag making them the best or shall we say the safest bet against the competition.

     

    “The new EcoSport commercial salutes today’s progressive, spirited women who are confident in the choices they make. Set against the pious context of Raksha Bandhan, the commercial gives a new definition to the theme of safety and shows how the women of today are demonstrating their focus on this important aspect through their purchase decisions.” said Rahul Gautam, Vice President, Marketing, Ford India

     

    Created by Global Team Blue, the new EcoSport TVC targets key GEC, entertainment, movies, regional and news channels across India, along with a significant digital and social presence. Moving beyond the traditional approach, the commercial communicates the empowered and progressive outlook of the modern women and shows how the women of today are taking charge of their safety and making right choices in selecting products.

     

    The concept draws its strength from research and data which depict that from being a key influencer deciding on the colour a decade ago, the role of women in car buying has evolved. According to Ford’s New Car Buyer Study the women, many of them being first-time car owners, are going beyond aesthetics to understand different technologies – be it SYNC or Safety features.

     

    “Women, for far too long, have been portrayed as those seeking safety. With the new commercial, we wanted to break this stereotype and show how empowered today’s woman are,” said Sujatha Chakraborty, Sr. Creative Director, Global Team Blue India.