Bold, independent and confident of making right choices – That is how Ford’s new Television Commercial celebrates the women in India of today
Emphasising that Ford wants ‘your safety in your hands’, the commercial kindles the spirit of Indian festival Raksha Bandhan and features a confident Kalki Koechlin tying a Rakhi on her wrist before driving in a Ford EcoSport with a reassuring smile and complete conviction in the safety on board the vehicle of her choice.
The commercial also reinforces Ford’s focus on safety as it announced the introduction of dual front airbags as standard across all variants of its compact SUV EcoSport. With the latest announcement, the entire Ford product portfolio comes equipped with standard airbag making them the best or shall we say the safest bet against the competition.
According to Rahul Gautam, vice president, Ford India, “The new EcoSport commercial firmly puts women in the driving seat and shows how empowered they are. The cultural and pious context of the festival Rakhi provides a perfect backdrop to show how women can take safety into their hands and influence the right decision making.”
Driving the Change: The Role of Women in Car Buying
Moving beyond the traditional approach of women seeking protection from family members, the commercial communicates the empowered and progressive outlook of the modern women. The EcoSport television commercial showcases how today’s women are taking charge of their safety and making well-rounded choices – be it cars or any other product. The concept draws its strength from research and data to depict growing influence of women in making purchase decisions — from merely picking a colour a decade ago to dictating which car, variant and features should take precedence.
New Car Buyer Study commissioned by Ford reveals that women, many of them being first-time car owners, are going beyond aesthetics to understand different technologies – be it SYNC or Safety features. Nearly 10% of Ford owners are women, a trend that’s expected to grow multifold an increasing number of women assert their financial and professional independence.
Ford EcoSport – with higher ground clearance, ease of driving, SYNC voice enabled entertainment system and up to 6 airbags – therefore emerges as the favourite Ford product among women.
The Vehicle of Choice: Ford EcoSport
Notwithstanding the half of the compact SUV’s body structure made up of high-strength steel and ultra-high-strength steel, the Ford EcoSport continues to be a benchmark offering segment best up to six airbags for an enhanced level of protection for the driver and as well passengers.
The clever and capable SUV ensures that help is never far in an unfortunate event of a collision. It offers Ford’s well-known Emergency Assistance feature that uses SYNC and a Bluetooth-paired phone to call emergency responders automatically and provide information about your vehicle and location.
Launched in 2013, the EcoSport has continued to win hearts of customers and enthusiasts alike with its robust drive dynamics, exemplary performance along with smart technology and compelling value proposition. The compact SUV topped global automotive research firm J.D. Power’s Initial Quality Study in the SUV category for 2014 and 2015 for two years consecutively.