“Anything Karega” is the brand message that Ford Fusion has chosen for capturing the spirit of the car, and it certainly has captured the eyeballs.
“Ford went to the consumers with a couple of distinctive communication routes for the Fusion. The concept of ‘anything karega’ was a clear winner. The car has been positioned as ‘never says no’ and the ‘anything karega’ spirit also ties back to the same spirit,” said Anita Gupta, General Manager, JWT, Chennai.
However, what’s perhaps more interesting is the fact Kishore Kumar’s famous melody “Hum to Mohabbat Karega” is what led to this campaign. Gupta said, “Kishore Kumar was himself a true icon of the ‘anything karega’ spirit and this always came through his songs. The song we have created ‘Hum to Anything Karega’ is a celebration of this spirit and we believe that it has the power and appeal to create a lasting brand image for Fusion.”
Automobile photographer from Australia, Lou D Angelo, has photographed the models for the print advertisement. Sabal Shekhawat of Big Picture, Mumbai, has produced the television commercial.
Asked on the sales target, Vinay Piparsania, Vice President-Marketing and Sales, said, “We are ramping up production. We expect to do around 500 cars this month and aim to do 1,000 a month by March 2005.”
On the initial market response, he said, “We commenced customer deliveries in the second fortnight of December 2004. As many as 329 units of Ford Fusion were sold across six to seven key markets in December 2004.”
It looks like the commercial has translated into numbers. “The advertising campaign broke in early January 2005 and the market response has been very enthusiastic,” he said. Incidentally, the company is also promoting the brand through BTL activities. “Innovative tie-ups, car displays and on ground activities to reach the target customer is underway,” he added.
Piparsania shared that a new variant of Mondeo is also going to be launched next month. Asked on whether Mondeo has been doing well in India, he said, “The Ford Mondeo is imported into India from Europe and has been clearly positioned as a niche offering intended to establish our presence in the luxury car market and to showcase Ford technological capabilities.”