Ford India has lined up an over Rs 200 crore multi-media brand campaign to woo customers and strengthen its position in the domestic market where its best- selling SUV model EcoSport has been pushed out of top-five list by Maruti’s Vitara Brezza.
The automaker, which has also witnessed sluggish demand for its hatchback Figo and compact sedan Figo Aspire, is seeking to highlight its after-sales and service quality and customer friendly steps through the campaign. Global Team Ford, a unit of WPP, is responsible for the campaign. “The budget lined up for the campaign is over Rs 200 crore,” a source said. When contacted, Ford India spokesperson said: “Aligning with Ford’s vision of ‘Go Further’, the new campaign encompasses the entire gamut of Ford portfolio of products and services, promising trust and transparency as experienced being part of a family.” Ford India had recently slashed price of its compact SUV EcoSport by up to Rs 1.12 lakh, in order to compete with the likes of Maruti Suzuki’s Vitara Brezza.