“What Drives You?”, new
experiential consumer campaign by Ford India for its soon to be launched compact
sedan Figo Aspire has been kick-started by Bollywood celebrity Farhan Akhtar.
The campaign will culminate with one-lucky winner becoming the first customer
in the world to drive home a brand-new Ford Figo Aspire.
The campaign will also reward
eight participants, selected throughout the course of the campaign, with Rs. 1
lakh, according to a company press release. A total of 56 participants will be
gratified with special prizes and rewards including surprising, personalised
experiences in a Ford Figo Aspire.
Raj Sarkar, Vice President,
Marketing at Ford India said: “India today is driven by ambitions and aspires
for more in many different ways. Our campaign is a celebration of new ideas
that are changing the ways we live and think. It’s a journey to discover the
values and aspirations that are driving each one of us to go further in our
lives, including the ones that have inspired the new Ford Figo Aspire.”
The campaign will run for 10 weeks.
The production version of Figo Aspire was unveiled in March 2015 and retail
sales of the vehicle will commence later this year.
“At Ford India, we are driven
by a constant need to innovate and deliver products that customers want and
value. Through this campaign, we will highlight how Figo Aspire embodies the
aspirations of modern India. This sedan is designed to exceed the expectations
of customers in every way.” Sarkar added.
‘What Drives You’ begins with
sharing the journey of a few aspirants who became achievers through their
persistent efforts and can-do attitude. Drive-by interviews with Farhan Akhtar
are used to showcase the stories of Phanindra Sama (Co-founder & CEO,
RedBus.in), Rajat Tuli and Rahul Anand (Co-founders, Happilyunmarried.com),
Indrani Medhi (Researcher, Microsoft Research India) and Lakshmi
Pratury(Curator, INK). These stories can be viewed at www.whatdrivesyou.in and
Ford India’s Facebook page: www.facebook.com/fordindia. The stories of these
entrepreneurs will help motivate the audience to share their aspirations.
On his association with Ford,
Farhan Akhtar said: “We’re all driven by different things that we aspire for in
our lives, both personally and professionally. The idea of a platform that
helps people move a step closer to their aspirations made me instantly connect
with the campaign. And when there is a synergy in ideologies, it’s great to
work together. I am looking forward to find out what drives India with the
amazing new Figo Aspire.”
Viewers can participate and
share their stories online on www.whatdrivesyou.in.
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