Ford reveals the fun loving yet responsible youth in the new Ikon Television Commercial
New Delhi, January 19, 2009: Ford India today kick starts an all-new television campaign for the entry level sedan - the new Ikon.
Themed 'Sensible Bhi, Crazy Bhi', the new television commercial [TVC] has been created keeping in mind the target audience of the Ikon – young and successful working executives and businessmen.
Nigel Wark, executive director, Marketing, Sales and Service, Ford India, says, ''The enormous appeal and success of the new Ikon was evident by the 2000 plus orders our dealers booked in the first four weeks of launch. The new Ikon has been very well received by consumers and continues to generate high level of interest.
The new Ikon range is a competitive offering in its segment and offers a combination of superior fuel efficiency, improved engine performance, best-in-class driveability and exceptional value for money.
The new TVC, created by Johnson Walter Thompson [JWT] and directed by renowned ad-filmmaker Rajesh Saathi, shows the dilemma of a young, just-married, successful, fun-loving man caught between two personalities – his wild side and the responsible family man he has to be. The ad uses a simple operative insight, interestingly from the point of view of the wife who thinks that she has successfully ‘tamed’ her husband.
''The TVC for our new Ikon is bound to catch the attention of the audience. Our brief to JWT was to keep the target audience in mind – the young, upwardly mobile working individual. In addition to the Ikon’s dynamic appeal and features, Sensible Bhi, Crazy Bhi will definitely strike a connection as it demonstrates the right balance between responsibility and fun'', adds Sanjeev Shukla, Ford India's general manager Marketing.
The film is about two old friends catching up at a shopping mall with one excitedly asking about 'Wild Rohit' [central character] whom the other has just married. Rohit’s wife says she has made an angel of the erstwhile wild Rohit. She lists the things she has ‘taught’ her husband since marriage, politeness and maturity being two of them.
But what we see instead is the young man having a blast as he starts off from an underground parking lot at his office and weaves his way through the city, effortlessly pulling out of the parking lot, teasing a petrol pump attendant, and blowing the caps off two girls’ heads with his car’s slipstream. All his fun complete, the man transforms into a punctual husband, picking his wife up just on cue, and even helping an old woman with her shopping bag!
''Ford Ikon is living up to its reputation of being a Josh machine even in its new avatar. We wanted to showcase and retain the free-spirited image of the Ikon. The strapline – sensible bhi, crazy bhi – perfectly encapsulates the car that is fun to drive, capable of handling all types of road conditions while maintaining remarkable fuel efficiency and one of the lowest maintenance costs,'' asserts Sanjeev.
Ashwin Parthiban, AVP & senior creative director, JWT, shares, ''The films fast pace is enhanced by an edgy soundtrack, and is bound to be a big hit with anyone who has a wild side but doesn’t often get to show it.''
Ford India introduced the new Ikon range last November, offering significant improvements ranging from a new advanced DuraTorq TDCi engine offering superior fuel efficiency through to the fresh, bold European design cues.
The new Ikon TVC campaign can be seen on news, general interest as well as entertainment channels over a period of six weeks, starting January 23rd, 2009. The TVC will be supported by a print and online campaign.
Source: www.india.ford.com
Themed 'Sensible Bhi, Crazy Bhi', the new television commercial [TVC] has been created keeping in mind the target audience of the Ikon – young and successful working executives and businessmen.
Nigel Wark, executive director, Marketing, Sales and Service, Ford India, says, ''The enormous appeal and success of the new Ikon was evident by the 2000 plus orders our dealers booked in the first four weeks of launch. The new Ikon has been very well received by consumers and continues to generate high level of interest.
The new Ikon range is a competitive offering in its segment and offers a combination of superior fuel efficiency, improved engine performance, best-in-class driveability and exceptional value for money.
The new TVC, created by Johnson Walter Thompson [JWT] and directed by renowned ad-filmmaker Rajesh Saathi, shows the dilemma of a young, just-married, successful, fun-loving man caught between two personalities – his wild side and the responsible family man he has to be. The ad uses a simple operative insight, interestingly from the point of view of the wife who thinks that she has successfully ‘tamed’ her husband.
''The TVC for our new Ikon is bound to catch the attention of the audience. Our brief to JWT was to keep the target audience in mind – the young, upwardly mobile working individual. In addition to the Ikon’s dynamic appeal and features, Sensible Bhi, Crazy Bhi will definitely strike a connection as it demonstrates the right balance between responsibility and fun'', adds Sanjeev Shukla, Ford India's general manager Marketing.
The film is about two old friends catching up at a shopping mall with one excitedly asking about 'Wild Rohit' [central character] whom the other has just married. Rohit’s wife says she has made an angel of the erstwhile wild Rohit. She lists the things she has ‘taught’ her husband since marriage, politeness and maturity being two of them.
But what we see instead is the young man having a blast as he starts off from an underground parking lot at his office and weaves his way through the city, effortlessly pulling out of the parking lot, teasing a petrol pump attendant, and blowing the caps off two girls’ heads with his car’s slipstream. All his fun complete, the man transforms into a punctual husband, picking his wife up just on cue, and even helping an old woman with her shopping bag!
''Ford Ikon is living up to its reputation of being a Josh machine even in its new avatar. We wanted to showcase and retain the free-spirited image of the Ikon. The strapline – sensible bhi, crazy bhi – perfectly encapsulates the car that is fun to drive, capable of handling all types of road conditions while maintaining remarkable fuel efficiency and one of the lowest maintenance costs,'' asserts Sanjeev.
Ashwin Parthiban, AVP & senior creative director, JWT, shares, ''The films fast pace is enhanced by an edgy soundtrack, and is bound to be a big hit with anyone who has a wild side but doesn’t often get to show it.''
Ford India introduced the new Ikon range last November, offering significant improvements ranging from a new advanced DuraTorq TDCi engine offering superior fuel efficiency through to the fresh, bold European design cues.
The new Ikon TVC campaign can be seen on news, general interest as well as entertainment channels over a period of six weeks, starting January 23rd, 2009. The TVC will be supported by a print and online campaign.
Source: www.india.ford.com
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