Ford urges customers to make safety a top priority

Excelsior Correspondent
JAMMU, May 4: After inspiring many with its Rakhi and Myth Conception campaigns, Ford India is back with yet another thought-provoking one – this time on Safety.
Urging customers to make Safety a priority and not a choice, the campaign finds its roots in the research that shows safety in car buying decisions play second fiddle to every other parameter – be it looks or mileage and even convenience features.
The fact that more than two-thirds (70%) of close to 22,000 respondents of a survey by Ford India didn’t consider safety as an important consideration while buying a vehicle proves the trend.
“Sixty years ago, Ford was the first automaker to offer factory-installed safety belts, and our legacy of safety innovation endures to this day. Today in India, we are making sure that all our products with six-seven airbags are available at an affordable price. While we make safety accessible and affordable across segments, with the latest campaign we want customers to prioritize it too for the sake of their loved ones”, said Rahul Gautam, Vice President, Marketing, Ford India.
The television commercial titled The Uncomfortable Question features a conversation between a doting father and his curious daughter as they go for a ride in their new Ford EcoSport.
While the father familiarizes the daughter with a long list of Ford EcoSport’s features, the anxious daughter raises a pertinent question — how will he ensure her safety in the rear seat? The confident father, being happy with his choice, assures the daughter with the proven safety credentials of his EcoSport that boasts of six airbags for complete all-around protection.
An assured smile replaces the daughter’s confused expression after hearing her father’s reassuring words on how he has prioritized her safety.
The under-pinning message in the commercial urges car buyers to make safety a top consideration in their purchase journey and choose a vehicle that prioritise complete protection of their loved ones.


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