Launched in December 2004 by Ford India, Fusion is being promoted through on-ground activities at multiplexes and malls across five Indian cities. Through a test-drive contest for families, titled 'Ford Fusion - Wanna go on a wild trip,' the car is being promoted for a period of six weeks across Delhi, Mumbai, Bangalore, Chennai and Hyderabad.
On the promotions, Vinay Piparsania, Vice-President, Marketing, Sales & Service, Ford India, said, "The campaign is in tune with our advertising and the positioning of the vehicle. The best way to check out a car is to test drive. And we have facilitated experiencing the car in an ambience that families with an active lifestyle are comfortable with, with the added excitement of taking home a snapshot and winning prizes."
The car, which is positioned as India's first Urban Activity Vehicle (UAV), will be on display to give families a "touch and feel" experience, according to the company. The contest is being held at multiplexes and malls across cities frequented by families during weekends, and kicked off in Delhi two weeks ago.
He added, "Every member of the family today is a stakeholder in the buying decision on cars. Given the active Indian family and its lifestyle, both spouses can drive the Fusion. So the promotion too engages the entire family."
On its part, Nokia is engaged in promoting its range of camera phones through the tie-up with Ford, giving the families a chance to have their photograph clicked with the Ford Fusion against a brilliant wilderness background. The mobile manufacturer will let families experience its new "Print Technology" by clicking these photographs through Nokia photo phones and taking instantaneous prints.
Gautam Advani, Multimedia Business Director, Nokia India, said, "Nokia believes in enriching the user's experience by enabling him to edit, print, share and store clicked images. We are delighted to be a part of the campaign that promotes the responsible use of imaging phones."
At the end of the contest period, winners would be selected through a lucky draw, and one winning family of four would get tickets for a South African Safari, while three families will win trips to a Wildlife sanctuary in India.