Mumbai: American multinational automobile manufacturer Ford unveiled its latest campaign 'Committed To Serve,' underpinning the company’s promise of continued parts, service, and warranty support to customers in India. The new campaign that debuted with a print ad on New Year’s aims to drive home the promise of ‘quality of service with a family wali feeling’ among other services.
The 60-second digital and 30-second television spots that follow, also convey Ford’s Feels-Like-Family commitment message, using the power of emotional storytelling. The television ad spots will cover key genres like sports, entertainment, news, and films, stated the brand.
The campaign seeks to highlight the automaker’s service features such as accessibility of service and spare parts across its network in over 240 cities, competitive cost of ownership and transparency with service and parts price calculator, the promise of extended Warranty, among others.
The campaign #CommitedToServe film opens with the protagonist handing over the keys of her EcoSport to a Ford Service executive. The film then shows her enquiring if their old Ford Ikon can also be serviced, just to surprise her mother on her birthday. The Ford service person agrees instantly and then shows up in the evening, with both vehicles serviced and the old Ikon, decorated as new with a ribbon. The special ‘birthday’ gestures leave both women emotional and happy at their long-standing association with the car brand.
The film concludes with a voice-over highlighting Ford’s commitment to serving with a family-like commitment.
Restructuring operations to an asset-light business model, Ford plans to serve customers with its iconic vehicles, including the Mustang coupe, in the next phase of product introductions. Customers in India also look to benefit longer-term from the company’s plan to invest more than $30 billion globally to deliver all-new hybrid and fully electric vehicles, such as Mustang Mach-E, the company said.
After almost three decades of its operations in the Indian market, The FordMotor Company announced shutting down passenger vehicle manufacturing operations at its two plants in the country in September last year. Moving forward, Ford India will focus on the sale of imported vehicles only it had stated then.
