All About The New Ford Figo Aspire And The Campaign “What Drives You?”

“What Drives You?” is the question asked by Ford to a young and enterprising India ahead of the introduction of its new compact sedan Figo Aspire.

What Ford believes will be a game changer, combines head-turning looks, stylish interiors, smart in-car technology and unparalleled safety along with outstanding fuel economy and exceptional cost of ownership. The production version of the car was unveiled in March and retail sales will commence later this year.

The car is being promoted with this new experiential consumer campaign, which aims at discovering the values and aspirations that drive the modern India.

‘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), IndraniMedhi (Researcher, Microsoft Research India) and Lakshmi Pratury(Curator, INK) which can be viewed at www.whatdrivesyou.in and Ford India’s Facebook page: www.facebook.com/fordindia.

Led by versatile actor, singer and ace director Farhan Akhtar, the 10-week long campaign asks people to share the goals, dreams, and aspirations that drive them to Go Further every day and will serve as a platform for young and enterprising Indians to move a step closer to such aspirations.

The campaign will culminate with one-lucky winner becoming the first customer in the world to drive home a brand-new Ford Figo Aspire and that’s not where it ends, it 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.

Participation will be both online and through on-ground engagement with the Figo Aspire in 25 cities as part of pan-India roadshow, further information regarding which can be found on www.whatdrivesyou.in.

About the same, 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.”

“At Ford India, we are driven by a constant need to innovate and deliver products thatcustomers 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.

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.”