Debrief: Ford Figo: So then what’s changed?

25 Oct,2012

By Anil Thakraney


Change is a wonderful thing, says Ford Figo’s new TVC. That’s fine. I presume they want us to change from our Marutis and our Hyundais to Ford Figo. That would be the obvious marketing objective for this new entrant in the hatchback market. However, the execution leaves you muddled.


The TVC features a young couple in a car, they’ve just finished their weekly shopping expedition. The wifey happens to be a crabby sort (poor man!) and keeps complaining about all sorts of things. Mainly that post-marriage, her hubby refuses to change his deviant ways. That he’s forever stuck either at work or with his male buddies. As the carping goes on, a phone call arrives confirming a candle-light dinner for the two. Which the chap has arranged, so he’s not such a cad after all. And in between all the carping, we are dished out hurried shots of the car’s exteriors and interiors.


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As I said, I am confused. Media reports say Figo has undergone some cosmetic changes. But what are these changes exactly? That never gets discussed. So that part of the communication is entirely lost. Next: There is no direct context established to the wife’s constant nagging. As a result, we get busy trying to understand her problems, and the Figo story gets buried, we don’t recall a single thing about the brand. The cribber totally vampires the car. And finally, the juxtaposition of the change in the man to the change in the car is extremely tenuous, and therefore the situation looks out of sync. Net net: One is left scratching one’s head.


Figo is a good car at its price point. It definitely deserves better than this. If there’s one change required, it’s the ad itself.


Rating: (On a scale of 1-5): 0. Totally confused communication



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