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
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 screenâs 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 Fordâs cost of service is high.
âFord 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,â said Rahul Gautam, Vice-President, Marketing, Ford India. âWith 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,â he added.
Commenting on the campaign, Vidhu Sagar, Managing Partner, Global Team Blue India, said, âMovies 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 âvillainsâ from the fictional world to tell the story and help Ford as a brand make a point about myth conception.â
The TVCs:[youtube]https://www.youtube.com/watch?v=grc_1cwdYQw[/youtube] [youtube]https://www.youtube.com/watch?v=fhvD0MxMHns[/youtube]
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