The Mumbai leg of EcoSport Urban Discoveries Campaign saw four teams of highly enthusiastic explorers driving through city lanes and looking for undiscovered places in the city. Ford India's brand awareness campaign is aimed at creating buzz around the soon-to-be launched EcoSport compact Sports Utility Vehicle (SUV) among the domestic buyers.
This EcoSport Urban Discoveries Campaign was launched by Ford India on March 1, 2013, through which it enabled few of its fans to get a first hand experience of the much hyped compact SUV. The EcoSport could enter Indian market any time now and has easily become the biggest model launch for domestic market in the 2013 calendar year.
Each participating team was provided with the brand new EcoSport SUV and given a task to unearth uncommon urban places that otherwise remain hidden from the limelight waiting to be discovered. The four exploring teams were Mumbai Trailblazers, Mumbai Vagabonds, Mumbai Wanderers and Mumbai Boyz. The goal of this initiative was to discover uncommon urban places discreetly located in Mumbai.
The Mumbai Boyz unearthed a car garage near Lilavati Hospital that was full of vintage classic cars, while team Mumbai Trailblazers found Dharavi idli and vada in the focal point of Dharavi area of Mumbai. Further, Mumbai Vagabonds discovered the historical venue of Quit India Movement, the August Kranti Maidan. The most incredible find of all was by Mumbai Wanderers who found urban farming in the heart of financial capital of India.
Speaking his mind on the EcoSport Urban Discoveries Campaign, Vinay Piparsania, Executive Director, Marketing, Sales and Service, Ford India Private Limited, was quoted as saying, “We thought we should leverage EcoSport Urban Discoveries as a socio-technological tool to take advantage of the vast reach of the internet so that we could tap into India's proverbial method of effective communication, which is word-of-mouth, and this campaign will be an enabler to this kind of engagement.”