Just like car servicing, every relationship needs constant nurturing, says Ford in new campaign
Through the campaign, BBDO India helps Ford to tell people to spend time where it's needed, with their loved ones, leaving the worries of car servicing to Ford
Taking forward their brand philosophy ‘Family waali feeling’, automaker Ford tries to redefine ‘car servicing’ through its campaign in a positive light in its commercials.
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Generally, service station visits and car servicing days are dreaded. Ford helps by providing services like pick up and drop off, regular updates and a service price promise that takes away the worries of car servicing and makes the experience convenient and hassle-free.
This leaves customers with free time that can be spent with their loved ones. In other words, the day of Ford servicing becomes a day when you do ‘Rishton ki servicing’ (translation) because every relationship needs constant nurturing. Relationships that are a part of our daily lives, whether it’s surprising your mother one morning, or playing carrom (a tradition board game in India) with your aging father, they all need to be serviced.
Through this campaign, BBDO India helps Ford to tell people to spend time where it’s needed, with their loved ones, leaving the worries of the car servicing to Ford.
To showcase and communicate this emotion, BBDO India and Ford have launched three commercials, all showing different aspects to everyday relations.
Rahul Gautam, Vice-President, Marketing, at Ford India, said, “In line with our Feels Like Family Promise, we want our customers to spend quality time with their loved ones and let the ecosystem of trustworthy and transparent service innovations take care of their favourite Ford. Through our research, we observed most of our owners block days for the servicing of their car. With our pick and drop facility, real-time SMS service updates and transparent online calculator aka service price promise, we want to make sure that servicing the car never prevents our owners from spending priceless moments with their loved ones.”
Akashneel Dasgupta, Chief Creative Officer, BBDO Gurgaon, said, “The day when one has to service his/her car is usually struck off the calendar due to the physical and mental load. With Ford’s service promise of a hassle-free experience, we are trying to reverse the paradigm. Hoping people look forward to that day to give that little extra to the relationships around them. Their loved ones, staying in the same house, in the same city maybe, who are often taken for granted. Just like a car, every relationship requires timely servicing so that it keeps running like a well-oiled machine. The campaign is about those everyday stories which play out in every household.”
Nikhil Mahajan, Chief Growth Officer, BBDO India, said, “Car servicing, across the industry is mistrusted by consumers. In this context, Ford has a very unique service offering that provides convenience, transparency and a completely stress-free experience. With an offering like this, we decided to humanise the challenge and elevate the concept of servicing as people see it today. Our endeavour is to change the meaning of this very transactional word ‘servicing’ and move it to a larger emotion attached to an individual. Thus, Rishton ki Servicing was born and brought alive through some really endearing stories and initiatives at the ground level to drive home the message most effectively.”
The brand will introduce 30 and 20 second TVCs as part of the campaign and a longer edit on digital. This idea will be amplified through onground activation as well.
Carrom:
Mother daughter:
Poetry:
Credits:
Creative Agency: BBDO India, Gurgaon
Team:
Chairman & Chief Creative Officer, BBDO India: Josy Paul
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