NEW DELHI, India — Ford India’s latest campaign to boost sales of the Endeavour SUV has become a rather mustachioed affair.
Moustaches now seem to be back in fashion thanks to the likes of 007’s Daniel Craig and Bollywood stars Salman Khan and Amir Khan. Now, Ford India has jumped on board that rising popularity for its ‘alterrain Conquerer” campaign, the second phase of its latest sales promotions for the Endeavour.
After a successful ‘Hail the King’ promotion for the Endeavour last month, Ford India recently announced the second edition ‘alterrain Conqueror’ to carry the momentum forward in 2013. If last year’s event celebrated the competitive spirit of various departments within Ford India who donned heargear from various regions of India, this year’s edition will focus on their moustaches and will try to stir the same passion and competitive spirit to achieve their targeted numbers.
Based loosely on the Indian Premier League cricket competition, five teams have been put together to represent different markets to generate competition and team pride that will drive increased sales for the Endeavour. The names of the teams proudly declare the region they represent — Veer Marathas (Mumbai and Pune), Joshiley Sardars (Punjab), Dabangg Jats (Haryana), Iron Patels (Gujarat) and Jaanbaz Mughals (Delhi and National Capital Region).
The campaign is part of increased efforts to lift sales from key markets for the Endeavour — Punjab, Haryana, Delhi, Gujarat, Mumbai and Pune – markets that contribute as much as 60 percent of total SUV sales in India.
After the two-month-long intense competition seen during Hail the King campaign, the team of Jaanbaaz Mughals owned by Vinay Raina, general manager, Sales Planning, with Aaakalp Johri and Sumit Goel, regional sales managers (RSMs) as team captains, achieved 155 percent of their retail target to turn the tables on the nearest rivals Joshilay Sardars. The Sardars, owned by Ominder Duggal, with captains Amit Chhabra and Pratap Kumar, RSMs from Punjab, achieved 122 percent.
This time the teams remain the same, but the owners have changed. Raina and Duggal have exchanged their teams, while Deeptie Sethi, head of communications, Ford India, owns Dawangg Jats. Anuj Tyagi, general manager, Dealer Development owns Iron Patels and Rajesh Agarwal owns the Marathas.
“We will give a hard fight to stay ahead and win this time, for our moustaches sake,” asserted Duggal.
The fun-filled kick-off ceremony for ‘alterrain Conqueror’ saw much enthusiasm at Ford India’s Gurgaon office, with men and women employees all being handed out fake moustaches to wear. The team owners and captains took an oath ‘to do everything possible to achieve the targeted sales in their region and not rest till it is done.”
“It is a great occasion to celebrate great teamwork and passion in achieving the targets by all the teams. Thank you all for the great milestones and may you achieve more in the days ahead,” said Vinay Piparsania, executive director, Marketing, Sales and Service, cheering the participants.
The newly refreshed Endeavour alterrain Edition features eye-pleasing alloys with a sharp front grille crowned with an aesthetic nameplate badge, a front nudge bar, roof tray, rear spoiler, chrome exhaust trim and a fifth door mirror. This edition of the Ford Endeavour can be distinctly recognized by its ‘alterrain’ moniker that adds to the SUV’s impressive road presence.
Ford India has also partnered with TV channel National Geographic to roll out an adventure series in which five celebrities drive the SUV to their chosen destinations. The series will be telecast from May.
The pledge taken by the participants.
Participants take a pledge of maximizing sales and strive hard to win the ‘Alterrain Conqueror’ at the kick-off ceremony.
Sriram Padmanabhan, Ford India’s vice president, Marketing speaks at the kick-off ceremony.