After grabbing attention with a thought-provoking message on the issue of road rage, Ford India today presented another emotive story as part of its latest brand campaign – Discover the More in You.
The second in the series of three, the latest message from the campaign encourages viewers to lend a helping hand to those in need.
Aptly titled A Helping Hand, the latest story features a father-son duo driving through a city in their Ford EcoSport where they spot a crowd on the roadside. On closer inspection, they identify it to be an accident, with several onlookers unwilling to help. The son, driven by sympathy for the victim, asks the father if they will also experience apathy if in a similar situation. The moment leads to a discovery for the father, who first assures him of driving a vehicle that prioritizes safety and then, sets an example for his son to follow.
Through these emotional stories, Ford’s campaign is touching upon pertinent issues that grip our society and require a discussion and debate. The campaign shows the owners taking actions, and being the change needed to build a better India.
“Our latest campaign – Discover the More in You – draws from experiences of our customers for whom the situations in Ford UVs lead to self-discovery, making them choose what’s right,” said Rahul Gautam, vice president, marketing, Ford India. “Much like the first message on being the bigger person and avoid road rage, we hope the message of good Samaritans will encourage more to play their part and make travel safe for all,”
BBDO’s first creative campaign for Ford India has been led under the creative supervision of Josy Paul, Anunay Rai & Gaurangi Mathur. The three TVCs have been directed by ace filmmaker Shimit Amin.
Apart from being a leader in the UV segment, the company continues to advocate for safer and saner roads through Ford #Cartesy and Driving Skills for Life programs.
The company recently conducted a road safety survey – covering 10 cities – to unravel the behaviour and attitude of average Indian road users. Nearly 41% of respondents in the survey admitted to not taking an accident victim to the hospital. Much like the commercial, the Ford Cartesy survey urges users to stay cautious, compliant and courteous to make our roads safer.