2. Leadership Statement
Before the launch of Ford Fiesta in India, a research
finding showed that Ford was losing ground in India
and it had to clearly reinforce its leadership position if
the launch had to succeed. The launch of this car was
so critical that Bill Ford (Chairman, Ford) himself
came to India for the launch. The following ad was
released a few days before the launch and was very
well received by the corporate world and the general
public. Bill Ford liked the ad so much that he had a
huge poster made for his office. That year the ad also
formed the backdrop at all Ford stalls in auto shows
worldwide.
3.
4.
5. The Art of Disruption
Fact: India‟s most popular film start Shahrukh Khan was associated with
Hyundai Santro for over 10 years. So much so the name Santro was
synonymous with Shahrukh Khan.
Fact: Hyundai was phasing out the Santro and introducing Xing.
Fact: Research showed that the Shahrukh Khan- Santro pair was getting
stale.
Need of the Hour: Disruption.
Campaign Idea: Hyundai sacks Shahrukh Khan.
The campaign started off with a teaser commercial that ran for 15 days
prior to the main launch. During these 15 days the PR engine went into
overdrive and heightened the enigma surrounding Shahrukh‟s sudden exit
from Hyundai.
6.
7.
8. The power of curiosity
The Ikon was Ford‟s flagship car in India and Ford was eking
out every last dollar by re-launching the same car year after
year. When they had to re-launch it for the 11th year in a
row, Ford decided to use “price” as the selling point. The car
was priced at 499,000 Indian rupees and since no sedan in
India had ever been sold before below the 500,000 mark, it
seemed like a good strategy. A dipstick research showed that
the Ikon was too old a car for the strategy to be successful in
itself.
Task: Make the price really tempting.
Idea: To tease the audience by showing only a part of the price
Insight: When you’ve seen a little, you want to find out more
Result: The campaign worked and the sale of the Ikon that
year went up 27% over the sales of the previous year.
9.
10. On the billboard, a life size cut out of the painter covered the second number of the figure
11.
12.
13. Direct Mailer – The postal stamp covers the second number of the figure
14. When one scratches here, the second number of the figure gets scratched out too.
15.
16. Table mats at Pizza Hut. The Ketchup stain covers the second number of the figure
17. Riding on Cricket
Task: To launch the new MAK lubricant.
Fact: Engine lubricants are universally a low
involvement category.
Strategy: Relate to the consumers‟ aspirations of
turning the impossible into possible. And there is
no better time to latch on to this aspiration than
the cricket season.
Idea: Reinforce the strategy by steering clear of
the engine-lubricant story and exaggerating the
benefit.
18.
19.
20.
21. Creating History
Task: Launch the new Ariel power brush.
Fact: Men in India don‟t do laundry.
Insight: Men would do anything (even
laundry) if it could result in some „action‟.
Idea: Bring romance into washing.
22.
23. Slide Show
Task: Advertise the new sliding rear door
of the Mazda 5
Strategy: Highlight the benefit and not the
product.
Idea: Use the opportunity to not only bring
the sliding door into focus but also make
the phrase “zoom-zoom” relatable to the
consumer.
24.
25. Simple relationships
Task: During the wedding season promote the
Hyundai Santro as the ideal wedding gift.
Fact: In India it is common for the bride‟s father to
give an expensive gift to the bride or groom.
Strategy: Appeal to the heart and not to the head.
Idea: Use the opportunity to highlight the
relationship between father and daughter.
Result: What started off as a one off ad
snowballed into a full-fledged campaign that
explored different relationships.
30. Sleight of Words
Task: To advertize the new Rick‟s bar at the
Taj (5 star hotel).
Fact: Liquor advertizing is strictly prohibited
in India.
Idea: Use provocative words in a way that
gets the job done without invoking the wrath
of the censors.
31.
32.
33.
34. Playing to their tune
Task: Bring the Mazda 2 to a new target
group.
Strategy: When speaking to youth, speak their
language.
Idea: Place the car within their passion points.
