Titled #CommittedToServe, the brand campaign is spread across TV, print and digital and has been conceptualised by BBDO India. It campaign aims to talk about Ford's continued service presence in over 240 cities across the country.
The film opens with the protagonist handing her keys to her Ford Ecosport to a service executive. She then looks at her old Ford Ikon, which is parked outside her mother's house, and asks the executive if it could be cleaned too as it was her family's first car and has many memories associated with it. The service executive agrees. The scene shifts to the evening, when the family is celebrating the protagonist's mother's birthday and both the cars are delivered by the executive.