The Ford Asian Indian Association (FAIA) recently celebrated the 66th Anniversary of India's Independence during India Day held at the Suburban Collection Showplace in Novi, Mich.
Ford is a long-time supporter of the cultural event that attracted nearly 25,000 attendees. In addition to 100 booths offering a wide range of merchandise from saris and spices to oil paintings and jewelry, the annual event also featured live music, dance performances and authentic Indian Food from local area Indian restaurants.
Volunteers from FAIA along with a team from Xperience Communications served as brand ambassadors. The volunteers encouraged people from the crowd to have a closer look at the cars and available marketing materials. Those who tested features in a specific vehicle were rewarded with cash prizes and giveaways that were revealed on rub-off prize tickets. India Day attendees could also register to win a Ford vehicle that was to be given away as part of the Drive One promotion. Another big draw was an X-Plan Pin Number sign-up, which offered discounts to potential customers both in the U.S and India. The event set a new record with 1,300 registrations and sales leads.
The Ford EcoSport, an all-new compact SUV sold in India, was prominently on display at the event. Ford EcoSport was developed to serve customers looking for a vehicle offering capability, value and fuel efficiency. The vehicle drew inquiries and a growing order bank with over 30,000 bookings in just two weeks, making it one of the most successful car launches in India.
Manufactured in India, the Ford Figo was a first timer at the event. The vehicle generated a great deal of interest, rave reviews and questions about if and when the Figo will be available in the U.S.
The Lincoln Ride and Drive, co-sponsored by a local dealership and Lincoln Marketing, made a monetary donation to a charity for each person who participated in the Ride and Drive. The rid and drive is part of the ‘Driven to Give’ initiative inspired by the Lincoln Reimagine Project. Attendees had a chance to personally experience the transformation of Lincoln and test-drive the 2013 lineup. Hundreds of people test drove the available 10 Lincoln vehicles.
Sy Hafeez, FAIA Marketing Lead described the day as a roaring success. “The vehicles created a lot of buzz and were a huge draw at the event,” said Hafeez, who credits much of the crowd’s interest in the Ford display to the efforts of the dedicated FAIA volunteers who helped the Xperience marketing team and served as Ford goodwill ambassadors to the Asian Indian community.
”Most of the volunteers came in early and stayed longer than their scheduled time. Their efforts were so very much appreciated and I looking forward to working with them next year,” said Hafeez.
Nand Kochhar, FAIA President, said “the success of this event largely depends on the enthusiasm of our dedicated volunteers, and strong support from Ford Marketing. Public interest in our Ford products was very high throughout the day, and we will follow-up to convert the interested persons into future customers. The Ford Asian Indian Association takes great pride in driving growth for Ford through these types of brand marketing efforts that are targeted toward the Asian Indian diaspora."
More Pictures: https://comm.sp.ford.com/sites/faia/News/Pages/FAIA-is-the-face-of-Ford,-Lincoln-at-the-India-Day-Celebration.aspx