Top Story


Home >> Media - TV >> Article

Ford earmarks 15-20% of its marketing budget on digital for Figo Aspire

Font Size   16
Ford earmarks 15-20% of its marketing budget on digital for Figo Aspire

Ford India launched their much awaited car Figo Aspire in New Delhi on Wednesday. The auto giant  has been aggressively campaigning the car and has also roped in Actor Farhan Akhtar for the campaign ‘What Drives You’.

Talking to exchange4media, Anurag Mehrotra, Executive Director, Marketing, Sales and Service, Ford India shared the idea behind pre launch campaign and celebrity brand ambassador Farhan Akhtar.

Talking about the campaign he said, “First thing at Ford we do is we make sure that we spent a lot of time in pre-launch phase.  There was a significant amount of energy and enthusiasm in people.  We wanted to show what drives every single individual in the country. Someone is driven by passion, someone is driven by family values, each one of us are driven very differently . We wanted to capture all that and draw parallel pictures.”

On choosing Farhan Akhtar, he said the actor’s personality is similar to that of the car’s characteristics. He is someone who has tremendous amount of character. “There were many attributes of Farhan which were very similar to the product and that’s why we chose him as our brand ambassador,” said Mehrotra.

The company is promoting the product in all the traditional media, but social media will be a big part of the campaign and mobile will be a big bet for the company too.

 “20 per cent of the budget is used in the pre-launch phase. On the digital platform we will spent around 15-20 per cent of our entire marketing budget,” added Mehrotra

To know more watch the video here-


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign