While taking forward their brand philosophy ‘Family waali feeling’, BBDO India’s new campaign for Ford tries to redefine ‘car servicing’. An act which people have procrastinated for many years due to the pain associated with it has been shown in a positive light in these commercials. Generally, service station visits and car servicing days are dreaded and if people plan to do them on a weekend, it takes up the entire day.
In a way, this elevates the meaning of ‘service’ and gives it a deeper meaning. To showcase and communicate this emotion, BBDO India and Ford have launched 3 commercials, all showing different aspects of everyday relations.
Talking about this campaign, Rahul Gautam, vice president marketing, at Ford India, said, “In line with our Feels Like Family Promise, we want our customers to spend quality time with their loved ones & let the ecosystem of trustworthy and transparent service innovations take care of their favorite Ford. Through our research, we observed most of our owner’s block days for the servicing of their car. With our pick and drop facility, real-time SMS service updates & transparent online calculator aka service price promise, we want to make sure that servicing the car never prevents our owners from spending priceless moments with their loved ones.”
Akashneel Dasgupta, Chief Creative Officer, BBDO Gurgaon, commented, “The day when one has to service his/her car is usually struck off the calendar due to the physical and mental load. With Ford’s service promise of a hassle-free experience, we are trying to reverse the paradigm. Hoping people look forward to that day to give that little extra to the relationships around them. Their loved ones, staying in the same house, in the same city may be, who are often taken for granted. Just like a car, every relationship also requires timely servicing so that it keeps running like a well-oiled machine. The campaign is about those everyday stories which play out in every household.”
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Throwing further light on the campaign, Nikhil Mahajan, Chief Growth Officer, BBDO India, said, “Car servicing, across the industry, is mistrusted by consumers. In this context, Ford has a very unique service offering that provides convenience, transparency, and completely stress-free experience. With an offering like this, we decided to humanize the challenge and elevate the concept of servicing as people see it today. Our endeavor is to change the meaning of this very transactional word ‘servicing’ and move it to a larger emotion attached to an individual. Thus, Rishtonki Servicing was born and brought alive through some really endearing stories and initiatives at the ground level to drive home the message most effectively.”
In other words, the day of Ford servicing becomes a day when you do ‘Rishtonki servicing’ (translation) because every relationship needs constant nurturing. Relationships that are a part of our daily lives, whether it’s surprising your mother one morning, or playing carrom (a tradition board game in India) with your aging father, they all need to be serviced.
The brand will introduce 30 and 20-second TVCs as part of the campaign and a longer edit on digital. This idea will be amplified through on-ground activation as well.
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