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Ford Celebrates the Spirit of Young India

Celebrating the free-spirit of young, optimistic Indian consumers, Ford India today presented the third thought-provoking message as part of its latest brand campaign –Discover the More in You. The third and final message of the ongoing campaign, this latest TVC touches on the subject of adoption and emotively captures the attitude of Indian consumers who aren’t afraid to challenge conventions, be it the car purchase or a life-changing the decision of adoption. Titled The Decision, the latest story features a bold, independent & confident woman who is taking her parents on a surprise holiday. As they confidently drive to the hills in their compact utility vehicle Ford Freestyle, the daughter tells her father of the bigger purpose of the trip i.e. her plan to drive back with a fourth passenger, a child she is adopting. The woman, looking for emotional support in breaking social taboos and become a single parent, is first met with an uncertain look from both the parents. Confident of her decisions in the past and her confident driving skills, the outlook changes, resulting in the father prompting her to pull over. Worried with this behaviour of the father, the family looks anxious, leading to some tense moments. Their worried look, however, dissolves into a heart-wrenching, emotional moment as the father is seen walking towards them with a car seat to welcome the new member in their family. Click here to see what the discovery finally leads to. Through these emotional stories, Ford’s campaign is touching upon pertinent issues that grip our society and require a discussion and debate. The campaign shows the owners taking actions, and being the change needed to build a better India. “Our latest campaign - Discover the More in You - draws from experiences of our customers for whom the situations in Ford UVs lead to self-discovery, making them choose what’s right,” said Rahul Gautam, vice president, marketing, Ford India. “While our campaign continues to encourage viewers to make the right decisions, the third TVC is also a celebration of the changing face of Indian consumers who are confident, optimistic and believe in driving the change they want to see in the society.” 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. Apart from being a leader in the UV segment, the company continues to advocate for safer and saner roads through Ford #Cartesy and Driving Skills for Life programs. 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. About Ford in India Established in 1995, Ford in India manufactures and exports automobiles and engines made at its integrated manufacturing facility in Chennai, Tamil Nadu and Sanand, Gujarat. Ford’s current range of award-winning products in India includes the Ford EcoSport, Ford Freestyle, Ford Figo, Ford Aspire, Ford Endeavour and Ford Mustang. Ford Operations in India also include Global Business Services, with offices in Chennai, New Delhi, and Coimbatore. Registered as Ford Motor Pvt. Ltd. (FMPL) as a legal entity, Global Business Services provides innovative solutions to nearly every Ford locations around the world -- in areas of Information Technology, Product Engineering, Finance and Accounting, Automotive Financing, Material, Planning & Logistics, Marketing Sales and Service, Analytics, and Purchasing. Ford currently employs more than 14,000 hard-working, dedicated men and women across its operations in India. For more information, visit www.india.ford.com
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