MAM

New Ford TVC built on change as a wonderful thing

NEW DELHI: Ford India has launched a new campaign to unveil the new avatar of its car Ford Figo, embodying the philosophy of ‘Change is a Wonderful Thing‘.


The campaign showcases the new Ford Figo as a compelling blend of style, performance and value-for-money with newly enhanced features.


The 360 degree brand campaign runs across television, radio, print, Below-The-Line activation, online and mobile media nationally.


The television commercial communicates the launch of the New Ford Figo while retaining its well-established proposition of "Bursting with Substance". It begins by showcasing a recently married couple at the mall, shopping for groceries. The wife complains about managing everything in the house and the husband not changing after marriage. He is either focused on friends or office work leaving little time for them. While she complains, there is a call on the Bluetooth audio system of the Figo from a hotel confirming the husband‘s reservation for a candlelight dinner.


The wife is pleasantly surprised at this gesture by her husband. The campaign thus exemplifies the ethos of ‘Change is a Wonderful Thing‘ not only in human relationships but also the relationship you have with one‘s car.


While chronicling the couple‘s experiences with the new Ford Figo in everyday use, the commercial focuses on the new smart features such as its best in class space and an agile well-engineered steering. The clutter-free and easy to use Bluetooth technology in the new Ford Figo is showcased by the effortless manner in which the couple is able to attend calls while driving.


Ford has also built a virtual test drive experience on mobile & tablets and used the technique of geo-fencing Ford dealerships in select cities which will push new Figo specific communication to users when they are within a 5 km radius.


"The customer has evolved and Figo has evolved with them. We are going further to offer our customers the best in technology, styling and performance with the launch of the new Ford Figo. We are committed to delivering high quality products that our customers want and value," said Anurag Mehrotra, Vice President, marketing, sales and service, Ford India.


"Our target customer is a recently married 25-28 year old male. The new advertising campaign draws from the experiences that all recently married couples go through where the duality of the life-stage reflects a step change for them. Also, given that 60% of all Figo customers are first time car buyers, and they want the world to recognise this change in their life. And finally, the styling and performance changes in the Figo. Through the commercial we are establishing that Change is a Wonderful Thing - be it in your life-stage, your choice to buy your first car or even the changes made in the Figo", he further added.


"The philosophy and the inspiration for this campaign came from the very essence of Ford - a dynamic brand, constantly looking to ‘Go Further‘ to excite customers. Ford has been an integral part of our customers‘ lives and we wanted to capture one of the many memorable moments that define a positive change in their lives. By focusing on its smart technology, best in class features and improved looks, this campaign aims to make the customers experience a wave of change with the new Ford Figo," added Vijay Simha, executive creative director, Global Team Ford.


"Many of our customers are first time car buyers. They are entering the category; their aspirations and dreams of owning a car is coming true, that‘s a very significant moment. In their own lives they are experiencing ‘wonderful‘ change, from being single to married, becoming a parent, enjoying setting up their own home and so on. Our insights about change come from here and it is will connect with people as it is true about their lives. The new Figo comes in at this point and adds to their celebration of life," said Antony Rajkumar, vice president & strategic planning director, Global Team Ford.


TVC details:



  • Creative Agency: WPP - Global Team Ford

  • VP & Senior Creative Director: Vijay Simha

  • Creative Team: Sujatha Chakraborty, Nitika Parmar, Abhishek Singh

  • VP & Strategic Planning Director: Antony Rajkumar

  • VP & Client Services Director : Vijay Bhaskar

  • Account Management : Jose Scaria, Siddharth Shrivastava

  • TVC Director: Rajesh Saathi

  • Producer: Harish Nambiar

  • Music Director: R. Anand

  • TVC duration: 45 sec

  • Language: Hindi

  • Media Planning: Sushanto Biswas, Mindshare

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/20/shopclues-800x800.jpg?itok=JMeM8M6r
Mall wali quality, ShopClues wale prices

MUMBAI: ShopClues, one of India’s largest marketplace, is celebrating its fifth anniversary and it is doing so in an inimitable style between 19 and 26 January. After five years of success, which have seen ShopClues emerge as a prestigious Unicorn in India’s start-up landscape, the company is...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/db%20%281%29.jpg?itok=YMjHptsV
DB Corp's radio business numbers expand with network growth

DB Corp’s MY FM radio network now encompasses 26 live stations with the launch of nine new stations over the last two quarters of this fiscal (year ending 31 March 2017 or FY-17). DB Corp’s radio business revenue for the quarter ended 31 December 2016 (Q3-17, current quarter) increased 12.4...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/fcb%20%281%29.jpg?itok=bnPdV4pW
FCB Interface with Mahindra's 'joy of breaking free'

FCB Interface has launched a brand new campaign for Mahindra’s range of personal vehicles. Set to the tune of the original Live Young Live Free track from the first campaign, this film elevates it from a song to an anthem. Following is the link to the ad for your reference.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/amit_gujral.jpg?itok=sBmbhKyq
LG to patriots: #KarSalaam

MUMBAI: LG has launched the #KarSalaam initiative which aims to salute the spirit and sacrifices of the Indian soldiers to celebrate India’s upcoming Republic Day.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/AMIT%20WADHWA-RAJAN-800x800.jpg?itok=oIBJn_eJ
HT Media hires Dentsu Impact

MUMBAI: Dentsu Impact has won the creative duties for all brands from HT Media - including Hindustan Times, Hindustan (Hindi), Mint, Shine.com, HT Campus, Career Plus, Study Mate, English Mate and Bridge School of Management. With this move, Dentsu Impact becomes the prime strategic and...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/Ayyappan-Raj-800x800.jpg?itok=Tih3d0WE
Nomarks for guessing who's self-reliant

MUMBAI: Bajaj Nomarks has come out with its latest brand campaign that highlights the advantages of the skincare cream. The campaign, led primarily by a video film, touches upon the core point of the cream being a companion to women who often face multiple skin complaints, especially on the face....

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/18/sabia.jpg?itok=UPFNUZeB
Madame Tussauds in India; WATConsult wins media mandate

WATConsult, one of India’s leading media agency, which is now a part of the Dentsu Aegis Network, has won the digital and social media mandate of the world-renowned wax museum, Madame Tussauds, which is soon to be launched in the capital city of India.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/18/PC-advrt.jpg?itok=Q6eLTowD
Priyanka in new Pantene ad

Pantene, one of India’s leading hair care brands along with new brand ambassador Priyanka Chopra, launches a new and improved formula. The brand launches its biggest breakthrough in 30 years: Pantene’s new formula with PRO-V and goodness of oils making hair thicker, stronger in just 14 days.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/shanu-singh.jpg?itok=M5jb_3ds
E-com: Godrej Interio, IBM tie up

IBM has announced that Godrej Interio, the furniture division of Godrej & Boyce Mfg. Co. Ltd., is collaborating with IBM to capture the attention of the growing number of home furniture and accessories consumers.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories