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In new campaign, Ford takes gossip head-on, corrects perception around cost of ownership

Ford’s latest digital campaign aims to challenge foreseeable myths and stereotypes on its cost of service

Click on the Image to watch the TVC.

Automaker Ford has launched a digital film titled ‘Maine to Sunah Hai’ (So I have heard) featuring actor Vijay Raaz as the protagonist Sharma Ji.

Like writer Edgar Allan Poe said, “Believe nothing you hear and only one half that you see”, Ford’s latest digital campaign aims to challenge foreseeable myths and stereotypes on its cost of service.

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 and 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 Rs 1,300 as cost of servicing his Ford EcoSport in the first year and as low as Rs 4,500, even in its fifth year.

The latest film is an extension of innovative storytelling kick-started around the 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 recognise 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 and intuitive. Our latest campaign is no different and delivers a very important message in a light-hearted way. With the campaign, we encourage both Ford owners and intenders to use Service Price Promise and compare other brands on cost and transparency – to realise the Ford advantage.”

Ford has been innovating to ensure its cars enable substantial savings for their owners and offer a low-cost of maintenance throughout their life cycle. The company is winning the trust of its customers through several initiatives — like Service Price Calculator — that allows them to know their car’s service and parts cost even before walking into the dealership.

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.

The TVC:

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