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The campaign, which is being promoted by actor, singer and ace director Farhan Akhtar, will serve as a platform for scores of young and enterprising Indians to move a step closer to their aspirations and will culminate with one-lucky winner becoming the first customer in the world to drive home a brand-new Ford Figo Aspire, says Ford in its statement.
Though the campaign Ford will also be offering eight participants, selected throughout the course of the campaign, with INR 01 lakh each to take their aspirations forward. A total of 56 participants will be gratified with special prizes and rewards including a personalized experience in a Ford Figo Aspire. The 10-week long campaign is tied closely to the promise of Ford’s smart and sophisticated Figo Aspire – delighting customers with more than they expect, thus helping them go further in their lives.
Sharing his views about the campaign, Raj Sarkar, Vice President, Marketing at Ford India said, “India today is driven by ambitions and aspires for more in many different ways. Our campaign is a celebration of new ideas that are changing the ways we live and think. It’s a journey to discover the values and aspirations that are driving each one of us to go further in our lives, including the ones that have inspired the new Ford Figo Aspire.”
Adding to his statement Sarkar said, “At Ford India, we are driven by a constant need to innovate and deliver products that customers want and value. Through this campaign, we will highlight how Figo Aspire embodies the aspirations of modern India. This sedan is designed to exceed the expectations of customers in every way.”
On his association with Ford, Farhan Akhtar said: “We’re all driven by different things that we aspire for in our lives, both personally and professionally. The idea of a platform that helps people move a step closer to their aspirations made me instantly connect with the campaign. And when there is a synergy in ideologies, it’s great to work together. I am looking forward to find out what drives India with the amazing new Figo Aspire.”
Viewers can participate and share their stories online on www.whatdrivesyou.in. The page will register stories from across the country and shortlisted participants will receive a host of surprises. People will also be able to engage at roadshows and mall activations across 25 cities, giving fans an opportunity to experience the Figo Aspire and participate in the campaign.
Source: Ford Press Release
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