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.