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Ford questions stereotypes, takes help of reel villains

The campaign conceptualised by Global Team Blue includes three ad films featuring on-screen villains Prakash Raj, Gulshan Grover and Sudha Chandran and tries to break the myth surrounding its cost of service

BestMediaInfo Bureau | Mumbai | January 17, 2017

Ford-Prakash-Raj Click on the Image to watch the TVC.

Stereotypes are easy to create. Big bindis, flashy sarees, catchy background music and voila, a vamp is born. Maniacal laughter, long unnecessary dialogues and a few sidekicks and a villain is created.

Ford India, in its latest television commercial, attempts to break the myth and stereotypes surrounding its cost of service by using these token villains.

Conceptualised by Global Team Blue, the campaign includes three TVCs that feature on-screen villains Prakash Raj, Gulshan Grover and Sudha Chandran.

The first video shows a close up of Prakash Raj, of Singham fame, trying to do what looks like a nefarious activity. But it eventually turns out that he is just trying to pry open a bottle of ketchup. Similarly, the TVC starring small screen’s most celebrated vamp Sudha Chandran, shows her stirring something into a cup of tea. It just turns out to be sugar. Both the TVCs end with the protagonists elaborating on how stereotypes are easily born just like as people assume that Ford’s cost of service is high.

“Ford in India is transforming, and a key part of this success lies in winning the trust of the customer by passing the control back to them. Be it 800+ sub assembly levels of parts where we have broken big assemblies into sub-component or longer service intervals, we are enabling substantial savings for customers,” said Rahul Gautam, Vice-President, Marketing, Ford India. “With our new campaign, we want to break the myth and establish that Ford cars are surprisingly affordable using an interesting and creative way of storytelling,” he added.

VIdhu-Sagar-200 Vidhu Sagar

Commenting on the campaign, Vidhu Sagar, Managing Partner, Global Team Blue India, said, “Movies are an integral part of life in India. So much so that many often cannot distinguish between reel life and real life. The protagonists often become real-life heroes and the antagonists get perceived as bad. The campaign questions such stereotypes via a unique approach casting ‘villains’ from the fictional world to tell the story and help Ford as a brand make a point about myth conception.”

The TVCs:

[youtube]https://www.youtube.com/watch?v=grc_1cwdYQw[/youtube] [youtube]https://www.youtube.com/watch?v=fhvD0MxMHns[/youtube]

Credits:

Client: Ford India

Agency: Global Team Blue

Vice-President and ECD: Sachin Ambekar

Sr Creative Director: Sujatha Chakraborty

Senior Creative Director: Nitika Parmar

Creative Director: Chaitali Dasgupta

Creative Director: Viraj Circar

Director: Naved Ahmed

Production House: Tubelight Films

Info@BestMediaInfo.com

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