Ford India’s new television commercial celebrates the Women of Today
Bold, independent and confident of making right choices – That is how Ford’s new Television Commercial celebrates the empowered women in India of today.
Playing on the theme of taking “safety in your hands”, the new commercial shows a self-assured Kalki Koechlin celebrate the essence of ‘Raksha Bandhan’ by tying Rakhi on her wrist before driving off in a Ford EcoSport.
The commercial also reinforces Ford’s focus on safety as it announces the introduction of dual front airbags as standard across all variants of its compact SUV EcoSport. With the latest announcement, the entire Ford product portfolio comes equipped with standard airbag making them the best or shall we say the safest bet against the competition.
“The new EcoSport commercial salutes today’s progressive, spirited women who are confident in the choices they make. Set against the pious context of Raksha Bandhan, the commercial gives a new definition to the theme of safety and shows how the women of today are demonstrating their focus on this important aspect through their purchase decisions.” said Rahul Gautam, Vice President, Marketing, Ford India.
Created by Global Team Blue, the new EcoSport commercial targets key GEC, entertainment, movies, regional and news channels across India, along with a significant digital and social presence.
Driving the Change: The Role of Women in Car Buying
Moving beyond the traditional approach, the commercial communicates the empowered and progressive outlook of the modern women and shows how the women of today are taking charge of their safety and making right choices in selecting products.
The concept draws its strength from research and data which depict that from being a key influencer deciding on the colour a decade ago, the role of women in car buying has evolved. According to Ford’s New Car Buyer Study the women, many of them being first-time car owners, are going beyond aesthetics to understand different technologies – be it SYNC or Safety features.
“Women, for far too long, have been portrayed as those seeking safety. With the new commercial, we wanted to break this stereotype and show how empowered today’s woman are.” said, Sujatha Chakraborty, Sr. Creative Director, Global Team Blue India.
Women drive More than 10% of Ford sales in India, a trend sure to grow thanks to affluent upbringing, the rise in education levels and an increase in career opportunities. Ford EcoSport - with higher ground clearance, ease of driving, SYNC voice enabled entertainment system and up to 6 airbags - therefore emerges as the favourite Ford product among women.
Link to the TVC – Ford India Rakhi TVC
The Vehicle of Choice: Ford EcoSport
Notwithstanding the half of the compact SUV’s body structure made up of high-strength steel and ultra-high-strength steel, the Ford EcoSport continues to be a benchmark offering segment best up to six airbags for an enhanced level of protection for the driver and as well passengers.
The clever and capable SUV ensures that help is never far in an unfortunate event of a collision. It offers Ford’s well-known Emergency Assistance feature that uses SYNC and a Bluetooth-paired phone to call emergency responders automatically and provide information about your vehicle and location.
Launched in 2013, the EcoSport has continued to win hearts of customers and enthusiasts alike with its robust drive dynamics, exemplary performance along with smart technology and compelling value proposition. The compact SUV topped global automotive research firm J.D. Power’s Initial Quality Study in the SUV category for 2014 and 2015 for two years consecutively.
Creative Agency Credits:
Creative Directors – Sujatha Chakraborty, Viraj Circar
Vidhu Sagar – Managing Partner
Vijay Bhaskar – VP & CSD
Ashna Nandrajog – AVP & CSD
Ayush Mathur – Account Director