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Ford India ad puts women in driver’s seat

Starring Kalki Koechlin and created by Global Team Blue, the TVC revolves around the theme, ‘safety in your hands’ and celebrates women empowerment

BestMediaInfo Bureau | Mumbai | July 28, 2016

Ford-India-TVC Click on the Image to watch the TVC.

‘Women can’t drive’ is a trope that one has heard too many times and taking this notion to heart are brands and advertising agencies. Almost all the communication, barring a select few, that gets created for automobiles targets men and the ones that do include women, portray them as someone who is happy to ride shotgun and not indulge themselves in the complex and tough task of driving a car.

Deviating from the norm and playing on the theme of taking ‘safety in your hands’, Ford India’s new television commercial for its compact SUV EcoSport has put women in the driver’s seat. The commercial created by Global Team Blue stars Kalki Koechlin and celebrates the empowered women of today while focusing on Ford’s safety features.

The commercial shows Kalki Koechlin celebrating the essence of ‘Raksha Bandhan’ by tying a ‘rakhi’ on her wrist before driving off in the car.

Shedding more light on the TVC, Rahul Gautam, Vice President, Marketing, Ford India said, “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.”

The concept behind the TVC 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, 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.

The TVC is targeted at key GEC, entertainment, movies, regional and news channels across India, along with a significant digital and social presence.

The TVC:

[youtube]https://www.youtube.com/watch?v=sVp6l66Zsvg[/youtube]

Credits

Client: Ford India

Agency: Global Team Blue

Creative Directors: Sujatha Chakraborty, Viraj Circar

Managing Partner: Vidhu Sagar

VP & CSD: Vijay Bhaskar

AVP & CSD: Ashna Nandrajog

Account Director: Ayush Mathur

Info@BestMediaInfo.com

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