Ford TV advt clears the myth on service cost

Ford TV advt clears the myth on service cost

For the great enemy of truth is very often not the lie but the myth. Picking the essence of what John Kennedy once said, the latest television commercial from Ford India attempts to break the myth-concep­tions/­stereot­ypes around its cost of service.

The genesis of the campaign finds its roots in research that shows how consumers tend to believe others and blindly follow perceptions like ‘humans have five senses’ or ‘fortune cookies are Chinese’ without knowing the truth – just like Ford cars being seen as expensive to maintain despite the annual maintenance of a Ford EcoSport is only Rs 1,483.

Taking a unique and fresh creative route to expose the trend, Ford’s cost of service campaign — ‘Mis-Directions’ — will feature well known on-screen ‘villains’ – Singham fame Prakash Raj, bad man Gulshan Grover, and small screen vamp Sudha Chandran.

All antagonists in the campaign highlighting how they have also been stereotyped as bad in real life too due to their evil appearances in cinema/ television. The narrative seamlessly builds connect with Ford’s continuing efforts in breaking the myth that Ford cars are expensive to maintain, by highlighting the importance of being aware than follow half-truths.

“Ford believes in delivering differentiated customer experience by bringing in transparency at every step for its customers. We have introduced several initiatives that make Ford cars really affordable to maintain. This campaign is to highlight the myths that are prevalent around maintaining a Ford car being expensive and to reinforce that maintenance of Ford cars is ‘surprisingly affordable’”, said Rahul Gautam, vice president, marketing, Ford India.

Independent survey
The cost of service campaign will also draw strength from a Spare Parts Price Study by India leading auto magazine, Autocar India. According to the independent survey, Ford has been rated among the most affordable against a formidable set of competitors.

Betting big on trust and transparency, Ford has introduced several path breaking initiatives like Service Price Calculator and Parts Pricing on Ford India website, that allows the customer to know their service and parts cost, even before walking into the dealership.

With over 800 Sub Assembly Levels of Parts, Ford has broken an assembly into sub-components and enabled substantial savings for customers. Not to miss, the competitive parts pricing available online, longer service schedule (some elements required to be changed only once a year), and 100,000 km of warranty, Ford delivers a service cost lower than competition.

The TVCs created by Global Team Blue will target key sports channel and will have significant digital and social presence.
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