Ford Kick-Starts Pre-Launch Campaign for Figo Aspire; Asks Modern India “What Drives You?”

• Anchored by multi-talented actor, singer and director Farhan Akhtar, “What Drives You?” celebrates modern India’s quest to Go Further, much like the new Ford Figo Aspire

• ‘What Drives You’ campaign asks people to share the goals, dreams, and aspirations that drive them to Go Further every day.  Participation will be both online and through on-ground engagement with the showcase of a Figo Aspire in 25 cities as part of pan-India roadshow

• One lucky winner will drive home the Figo Aspire; Select participants stand a chance to win Rs. 100,000 each to help achieve their aspirations

NEW DELHI, India, May 6, 2013 –“What Drives You?” That is the question posed by Ford to a young and enterprising India ahead of the introduction of its game changing compact sedan Figo Aspire. With this new experiential consumer campaign, Ford has embarked on an exciting journey to discover the values and aspirations driving modern India.

Led by versatile actor, singer and ace director Farhan Akhtar, the campaign 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.

The campaign will also reward eight participants, selected throughout the course of the campaign, with Rs. One lakh each to take their aspirations forward. A total of 56 participants will be gratified with special prizes and rewards including surprising, personalized experiences in a Ford Figo Aspire.

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.”

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.

The Ford Figo Aspire, combines head-turning looks, stylish interiors, smart in-car technology and unparalleled safety along with outstanding fuel economy and exceptional cost of ownership.  It perfectly embodies the attitudes and needs of today’s young and aspiring consumers. The production version of Figo Aspire was unveiled in March and retail sales of the vehicle will commence later this year.

“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.” Sarkar added.

‘What Drives You’ begins with sharing the journey of a few aspirants who became achievers through their persistent efforts and can-do attitude. Drive-by interviews with Farhan Akhtar are used to showcase the stories of Phanindra Sama (Co-founder & CEO, RedBus.in), Rajat Tuli and Rahul Anand (Co-founders, Happilyunmarried.com), Indrani Medhi (Researcher, Microsoft Research India) and Lakshmi Pratury(Curator, INK). These stories can be viewed at www.whatdrivesyou.in and Ford India’s Facebook page: www.facebook.com/fordindia. The stories of these entrepreneurs will help motivate the audience to share their aspirations.

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.

On sale later this year, the new Figo Aspire is aimed at redefining the compact sedan segment offering modern design, exceptional craftsmanship, excellent safety features and an outstanding array of smart technologies.