Print innovation of HT uplifts spirit of Ford Freestyle ad
Ford India launched the ‘Ford Freestyle’ campaign when they introduced their first CUV (Compact Utility Vehicle). Partnered by WPP’s GTB (Global Team Blue), the proposition ‘Josh Hai Dil Main’ celebrates the passion to follow one’s heart, for a regret free life. The genesis of the campaign found its roots in the unconventional and progressive mindset of Ford audience called ‘The Optimists’ and Hindustan Times (HT) brought alive the spirit of Freestyle doing a print innovation titled ‘what happens when a newspaper goes Freestyle?’. The print has been claimed to be first-of-its-kind in which HT has shuffled all the different sections in the newspaper.
This campaign is a celebration of inclusivity and diversity of the bold, free spirited young India. Ford India also fused memorable pop culture metaphors to strengthen the relatability quotient, using the song Dil Dhadakne Do from the movie Zindagi Na Milegi Dobara as the soundtrack to bring zing to the film and bring to life the ‘Regret Nothing’ attitude.