Indiantelevision.com Team

(24 January 2008 6:30 pm)

MUMBAI: This weekend, Ford India will introduce a new television commercial (TVC) for their Ford Fiesta. Created by JWT and directed by acclaimed ad filmmaker Ram Madhvani, this new commercial marks a clear departure from the usual style-oriented car commercials, says an official release.

Ford India VP (marketing, sales and service) Scott McCormack said, "Since its launch in India, Fiesta has been recognised for its best in class performance, drivability and handling. There is a strong pride of ownership in Fiesta and owners usually like to drive their cars themselves."

"In the latest phase of Fiesta communication, the brief to our creative agency JWT was to create a commercial that cuts through the regular clutter of feature or style led advertising," explained McCormack.

JWT's scriptwriter Ashwin Parthiban said, "This TVC goes beyond demonstrating the features and actually showcases the bond between the driver and his Fiesta."

"This one's for the road, it moves away from the run-of-the-mill advertising look and captures the commercial a unique 'user-generated' experience. With a daily dose of the Internet, the current customer is more excited in consuming real life content in the user-generated space and this is what Ford has tried to embrace," said JWT executive creative director Senthil Kumar.

The new Fiesta TVC campaign can be seen on news and entertainment channels for a period of 8 weeks, starting 25 January 2008. The TVC will be supported by a print and online campaign, encouraging the readers to take the Ford Fiesta five-minute test drive, informs the release.