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

Anurag Mehrotra, Executive Director, Marketing, Sales and Service, Ford India talks about the insight behind the launch campaign for Figo Aspire, marketing spends and why Farhan Akhtar was a perfect fit as brand ambassador

e4m by Abid Hasan
Published: Aug 13, 2015 9:05 AM  | 2 min read
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-

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