In wake of the launch of its newest model, Figo Aspire, Ford has announced its experiential marketing campaign—“What Drives You?” Anchored by actor, singer and director Farhan Akhtar, the campaign celebrates modern India’s quest to Go Further. ‘What Drives You’ campaign asks people to share the goals, dreams, and aspirations that drive them to Go Further every day. Participation will be both online and through on-ground engagement with the showcase of a Figo Aspire in 25 cities as part of pan-India roadshow.
The Figo Aspire was showcased in Gurgaon as part of a 10-week long roadshow in 25 cities across India. Customers visiting the roadshows will get a first-hand experience of the car and a sneak peek into features that make the Figo Aspire deliver more than they expect from compact sedans.
“At Ford India, we are driven by a constant need to innovate and deliver products that customers want and value. Through the roadshows, we will highlight how Figo Aspire embodies the aspirations of modern India with its striking good looks, clever convenience, smart and practical features as well as outstanding ownership experience. This sedan is designed to exceed the expectations of customers in every way.” Raj Sarkar, Vice President - Marketing at Ford India said. “I am sure our customers in Delhi will be excited to see the proposition of this global Ford product.”
The roadshows are a part of Ford India’s recently announced experiential consumer campaign – What Drives You – that aims to discover the values and aspirations driving modern India. Led by actor, singer and director Farhan Akhtar, the campaign is aimed at serving as a platform for scores of young and enterprising Indians to move a step closer to their aspirations and will culminate with one-lucky winner becoming the first customer to drive home a brand-new Ford Figo Aspire.
‘What Drives You’ begins with sharing the journey of a few aspirants who became achievers through their persistent efforts and can-do attitude. Drive-by interviews with Farhan Akhtar are used to showcase the stories of Phanindra Sama (Co-founder & CEO, RedBus.in), Rajat Tuli and Rahul Anand (Co-founders, Happilyunmarried.com), Indrani Medhi (Researcher, Microsoft Research India) and Lakshmi Pratury(Curator, INK). These stories can be viewed at www.whatdrivesyou.in and Ford India’s Facebook page: www.facebook.com/fordindia. The stories of these entrepreneurs will help motivate the audience to share their aspirations.
Viewers can participate and share their stories online on www.whatdrivesyou.in. The page will register stories from across the country and shortlisted participants will receive a host of surprises. People will also be able to engage at roadshows and mall activations across 25 cities, giving fans an opportunity to experience the Figo Aspire and participate in the campaign.
The production version of Figo Aspire was unveiled in March and retail sales of the vehicle will commence later this year.