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Flagging off the Jammu-Pokhran leg of DSD 2.
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 Ford India Figo Drive Aiming for New Heights

DATE: Will be calculated from "Release Start Date" field.

CHENNAI, India — For Ford India, the sky is the limit – literally.

The winners of a thrilling Figo drive across India will have the chance to fly to Nepal, where they will not only drive the Figo again but also take a helicopter more than 5,000 metres above sea level to the Mt. Everest base camp.

The incredible prize is part of Ford India's enormously popular Discover Smart Drive's Second Edition (DSD 2) –  a 6,400 km drive across 28 cities in 8 days in India's 'Most Awarded Car Ever,' the Figo.

This stge of the DSD 2 sees teams travelling simultaneously from all parts of the India – Jammu, Lucknow, Mumbai and Chennai. Three teams of young participants and a mentor team will drive the cars through the four legs.

For the first time ever, Ford India has made the entire DSD 2 a whole lot more experiential by roping in fan participation, both online and offline, as an important component of the drive. The new point-based scoring system is made more challenging by linking it to finding pieces of, and completing, a jigsaw puzzle along the route in the shortest time and aiming to make the journey carbon-neutral. But the interesting catch is the need to complete it with active fan participation and engagement and evaluation of the videos shot along the way.

“Figo’s value proposition of being a value-for-money vehicle continues to find reverberation in the market. We are happy to kick off the Discover Smart Drive 2 to Bhubaneswar and we wish to thank all our customers for their support in making Figo the most popular car in its segment in India and find growing acceptance in exports markets world over,” said N.Raja, vice president, Sales, Ford India, as he flagged off the drive from Chennai,.

Karn Kaushik, 29, and Kunal Bedarkar, 27, who run an adventure sports company in Ladakh, are driving the South to East leg, Chennai-Tirupati-Nellore-Vijaywada-Vishakapatnam-Bhubaneshwar.

"We were envious of the participants of the last DSD and were looking for a chance to participate in this year's drive. Thanks to Ford for providing this opportunity," they said. Even though the terrain is unknown, they were exciting about their opportunity to meet new people and explore new places.

The winning team gets a chance to drive the Figo in Nepal and a helicopter ride over the mighty and scenic Himalayas.

"We've tried to make DSD 2 exciting and challenging at the same time. The passionate winners also get to see that the Figo is a popular car beyond India's borders and cherish the experience of a lifetime by visiting an exciting tourist destination. We want you to join in the fun!" said Ford India executive director, Marketing, Sales and Service, Nigel Wark.

During the road trip, the participants will have to accomplish missions unique to each venue. So every activity, such as visiting locations on the route map, cooking food at an eatery, to garnering followers on social networking sites, helps them to collect points. They will step into a number of Ford dealerships and venues along the way to join related parties and celebrations.

They'll also share their stories, photos, videos and experiences online on their social profiles, as well as engage with Ford Figo fans on the official Ford communities – on Facebook (http://www.facebook.com/fordfigo), Twitter (http://twitter.com/fordfigo) and Driving Ford blog (http://www.drivingford.in). 

Nigel Wark, executive director, Marketing, Sales and Service, checks out one of the team cars. Anurag Mehrotra, vice-president, Marketing, flags off the team for the Lucknow-Kolkata leg.  N. Raja, Ford India's vice-president of Sales flags off the drive at Chennai with MPL Ford dealer principal S Ravindranath.
 

 

 

 

  

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12/9/2011 2:50 AM