Ford India has rolled out three TVCs in an attempt to change the perception of its sales and service costs. The films have been conceptualised by Global Team Blue and consist of Prakash Raj, Gulshan Grover and Sudha Chandran. Two of these films are currently on-air.
One film shows Chandran mix drops in a cup of tea, before handing it to someone elderly. The film looks to give an impression that the actress is mixing something poisonous. As the lady has a sip of the tea, she smiles at Chandran. The actress points on this and explains that it was just sugar, but it's easy to have the wrong impression. She compares this to Ford Figo and the assumption that its service cost is expensive, but it isn't.
Similar films for the Ecosport (featuring Raj) and Aspire (featuring Grover) are part of the campaign.
Speaking with Campaign India, Rahul Gautam, vice president of marketing, Ford India, said, “Ford has been on a transformative journey in India. Now, we have the portfolio, right from the entry-level Figo to the Mustang. We have global products, but the consumer still worries about the cost of ownership and service. We have a perception that we’re expensive in these departments, and that’s what we want to get rid off through this campaign.”
“We have been working on this over the past couple of years. A lot of changes have happened on-ground. Customers love our products but worry about cost of ownership, and that’s what we are looking to change through this campaign,” he added.
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