Ford’s Latest Campaign Takes Gossip Head-On
“Believe nothing you hear and only one half that you see.” These famous words by writer Edgar Allan Poe perfectly describe Ford’s latest digital campaign that aims to challenge foreseeable myths and stereotypes on its cost of service.
The digital film titled ‘Maine to Sunah Hai’ (So I have heard) features renowned actor Vijay Raaz as the protagonist Sharma Ji.
Giving a fun take on the subject, the film portrays how Sharma Ji becomes a topic of discussion among gossip-mongers on the purchase of Ford cars. Not aware of the #SurprisinglyAffordable cost of Ford vehicles, gossip-mongers spread rumours about Sharma Ji being rich & having unfair means to be able to afford Ford’s service cost.
The film ends with the gossip-mongers eating their own words, with Sharma Ji revealing INR 1,300 as cost of servicing his Ford EcoSport in the first year and as low as INR 4,500, even in its fifth year.
Check out the film to see Ford humorously take all the gossip head on and shut down his critics through facts.
The latest film is an extension of innovative storytelling kickstarted around cost of service last year, that featured well known on-screen ‘villains’. Much like in the past, Ford’s strategy with such films focuses on breaking stereotypes and half-knowledge among people about the service cost – despite it being lowest across Industry segments.
“We recognize the importance of a low cost of ownership for Indian customers and have worked relentlessly to ensure that Ford service cost is not just transparent but also competitive through-out the lifecycle,” said Rahul Gautam, vice president Marketing at Ford India. “Alongside the efforts, our communication has been fun & intuitive. Our latest campaign is no different and delivers a very important message in a lighthearted way. With the campaign, we encourage both Ford owners and intenders to use Service Price Promise & compare other brands on cost & transparency – to realize the Ford advantage.”
Ford has been constantly innovating to ensure its cars enable substantial savings for their owners and offer a low-cost of maintenance throughout their lifecycle. The company is winning the trust of its customers through several innovative and first of their kind initiatives -- like Service Price Calculator – that allows them to know their car’s service and parts cost even before walking into the dealership.
Ford’s efforts on keeping the service cost low are validated by an independent Spare Parts Price Study conducted by India’s leading auto magazine Autocar. The survey rates Ford’s genuine parts amongst the most affordable.
Making it easier for consumers to know about Ford’s low cost-of-service, the company has now integrated service costs for each of its car lines with Google Assistance. A Ford owner just have to ask Google Assistant about a Ford car’s service cost and the search engine will do the rest.