There is something unique about Ford India’s latest television campaign – Discover the More in You – as it does not just convey the world-class features or value that a Ford UV like EcoSport, Freestyle or Endeavour possess.
Instead, it goes on to celebrate the spirit of a changing India where UV owners are fueling discoveries of their inner selves & making a difference to the world around them.
Through a series of three thought-provoking and emotional stories, the campaign – Discover the More in You – touches upon the pertinent issues from our society, requiring discussion and debate. The campaign shows the owners taking actions, and being the change needed to build a better India.
Also check: The Great Ford Endeavour Drive Bangalore
The first commercial in the series of three goes on-air on television and social channels during the ongoing ICC World Cup, starting with India-South Africa match on Wednesday, June 5 and brings the issue of road-rage into focus.
Titled Good Rowdies, the commercial opens with two-friends, out on a highway in their Ford Endeavour, encountering a group of youngsters with complete disregard to lane driving and traffic rules. The group overtakes the Ford Endeavour in a brash manner, forcing the protagonist to bring the SUV to a complete halt.
Filled with a surprise, the Commercial sees the co-passenger in Ford Endeavour getting raged and looking to teach the rowdy boys a lesson. The moment, however, becomes a journey of self-discovery for the protagonist who, not only resists the temptation but also advises against using the power to chase the wrong.
Watch Ford’s latest TVC Video aired during World Cup
BBDO’s first creative campaign for Ford India has been led under the creative supervision of Josy Paul, Anunay Rai & Gaurangi Mathur. The three TVCs have been directed by ace filmmaker Shimit Amin.
Our latest campaign – Discover The More in You – draws from experiences of our customers for whom these situations in their Ford SUV led to self-discovery, making them choose what was right,” said Rahul Gautam, vice president marketing, at Ford India. “Not only does it reflect a progressive outlook to societal issues but also a special aspect of human-machine interaction.
Bold, aggressive and ready to take on any challenges that the road may throw at them, Ford’s sport utility vehicles (SUV) form the core of the campaign. The SUVs in the commercials are also a reflection on the spirit of new-age, optimistic Indian customers who are driving the change they want to see in society. These customers are firmly grounded and strongly believe in being the bigger person when the situation demands.
Ford’s Utility Vehicle Portfolio
Ford sells India’s most robust and capable award-winning utility vehicles to meet the diverse needs of Indian customers. From CUV Ford Freestyle for young, SUV aspirants; to compact SUV Ford EcoSport for families and premium SUV Ford Endeavour for off-roading enthusiasts, Ford UVs deliver more than what customers want at different price points.
All Ford SUVs offer outstanding fun-to-drive capabilities with powerful engines; greater choice with fuel-efficient diesel and petrol engines, manual and automatic transmission; unmatched safety with up to six airbags; intuitive technology with SYNC3 infotainment system to keep them safely connected; enhanced convenience with several top-notch features like rain-sensing wipers, auto headlamps & automatic climate control among others.
Apart from being a leader in UV segment, the company continues to advocate for safer and saner roads through Ford #Cartesy and Driving Skills for Life programs. The company recently conducted a road safety survey – covering 10 cities – to unravel the behavior and attitude of average Indian road users. Much like the commercial, the Ford Cartesy survey urges users to stay cautious, compliant and courteous to make our roads safer.
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