Exclusive | Keeping true to its content strategy; NGC's Debarpita Banerjee

Ford India and National Geographic channel, have jointly announced MyEndeavour Alterrain, an all-new adventure driving series. This series will feature five real people, from different walks of life who will  derive inspiration enroute their thrilling journey.

Viewers of this show can watch writer Chetan Bhagat, film maker Nagesh Kukunoor, Boxing Olympian Vijender Singh, actor Gul Panag and actor Rajeev Khandelwal traverse a wide variety of topography in the Ford’s latest Endeavour Alterrain Edition to find answers to their personal endeavours.

Adgully caught up with Debarpita Banerjee, Vice President, Marketing, National Geographic and Fox International Channels, India and Vinay Piparsania, Executive Director, Marketing Sales and Service, Ford India to understand the whole rationale behind this new initiative.

Speaking about the whole idea behind the show, Banerjee said, “The aim is to strengthen our core focus area which is to showcase true travel stories and this time again with this show we will be focusing on true and real travel stories but in a different way.” 

MyEndeavour Alterrain will take viewers of the National Geographic Channel into the fascinating journeys of five individuals who set out to find a few answers, gather experiences, and quench a long time thirst. Their journeys will be documented across breathtaking landscapes and all kinds of terrains this vast country has to offer.

When asked about the content strategy she said, “The content strategy has not changed anywhere it will remain the same and that is to take our viewers of  NGC into an exciting and  fascinating journey of five individuals who set out to find a few answers, gather experiences, and quench a long-time thirst. Their journeys will be documented across breathtaking landscapes and all kinds of terrains this vast country has to offer.’’

Vinay Piparsania said, “Ford has found a fitting partner in National Geographic Channel to present MyEndeavour Alterrain. Real people and their real experiences have been synonymous with both Ford India and National Geographic Channel and the viewers of this show would be able to relate to that spirit of adventure when they will see these motivated individuals drive to their calling in the dependable Endeavour Alterrain Edition.” 

In terms of taking the association ahead with other shows as well, both Banerjee and Piparsania said that if they succeeded with this initiative then they would definitely go ahead. 

The five individuals will drive through diverse terrain seated in the secure confines of the Endeavour Alterrain Edition’s tasteful wood-panelled interior embellished with subtle but classy molten metallic touches in the right places. The Alterrain Edition adds an intuitive dimension to the journeys with practical technology-based features such as shift-on-the-fly (easy shift to four-wheel drive), touch-enabled satellite navigation system (SATNAV), reversing camera and a new audio control stalk that will complement the tough and practical tasks (off-road, luggage, passengers) that the SUV is meant to do.

On the outside the Endeavour Alterrain Edition features eye-pleasing alloys with a sharp front grille crowned with an aesthetic nameplate badge, a front nudge bar, roof tray, rear spoiler, chrome exhaust trim and a fifth door mirror. This edition of the Ford Endeavour can be distinctly recognized by its ‘Alterrain’ moniker that adds to the SUV’s impressive road presence.

In terms of marketing and promotions, Piparsania said, “A whole 360 degree centered campaign would be done wherein digital will also play an important role.”  

Nagesh Kukunoor’s ultimate endeavour is to complete an unfinished road-trip he had undertaken in 1995 and explore the journey as a concept for one of his next films while Vijender Singh’s plans to drive through Rajasthan till the Indo-Pak Border Post and sing for the jawans posted there.

Chetan Bhagat would like to drive to Junagarh in Gujarat to meet India’s only African tribe. Being a serial road tripper and traveller, Gul Panag will go on a personal endeavour to complete an unfinished business of exploring coastal Karnataka with a drive from Goa to Hampi .

Rajeev Khandelwal would like to revive his earliest travel memories - camp under the sky and experience the cultural odyssey from Dibrugarh, Assam to Pasighat in Arunachal Pradesh.

“We are excited to partner with Ford and feature the Endeavour Alterrain Edition in this unique series that packs in both power and soul. We are confident that this show will appeal to everyone who has been bitten by the Wanderlust,’’ added Banerjee.

Endeavour’s brand recognition in India comes from Ford’s legendary 4x4 DNA and the SUV bagging the ‘Most Dependable SUV’ recognition in JD Power Asia Pacific Vehicle Dependability Study three years in a row.

“As more customers aspire to get away from the monotony of daily life to find meaningful pursuits along the road less travelled, Ford India has transformed its traditionally practical, versatile and muscular Endeavour to become more aesthetic, fuel efficient and interactive while preserving its bold personality at the core. The MyEndeavour Alterrain show is a reflection of that aspiration,” concluded Piparsania.

MyEndeavour Alterrain will be telecast on National Geographic Channel once a week, starting May with repeat telecast twice a week. Each one-hour show will feature the journey of one celebrity.