The ‘train’, as it turns out, is an assembly of red Ford Fiestas,with the man leading the pack 
in his black Fiesta! After reaching Goa, one of his friends complains that he doesn’t have a swimming costume; Abhishek immediately changes their final destination to Ooty instead! So, the entire assembly of Ford Fiesta’s back tracks and heads toward Ooty! The positioning with this latest commercial is crystal clear: Fiesta is for the impulsive youth and combine sits zing appeal with characteristic sturdiness. Fiesta has already redefined the category break-up in automobiles, being as it is positioned somewhere between the B and C segments in the country. When Ford approached JWT for Fiesta, the brief clearly was: “You have to make it bigger than ‘Josh’, reveals SN Mohan, VP and Senior Creative Director, JWT Chennai.
For Complete IIPM - Article, Click on IIPM-Editorial Link
Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006
in his black Fiesta! After reaching Goa, one of his friends complains that he doesn’t have a swimming costume; Abhishek immediately changes their final destination to Ooty instead! So, the entire assembly of Ford Fiesta’s back tracks and heads toward Ooty! The positioning with this latest commercial is crystal clear: Fiesta is for the impulsive youth and combine sits zing appeal with characteristic sturdiness. Fiesta has already redefined the category break-up in automobiles, being as it is positioned somewhere between the B and C segments in the country. When Ford approached JWT for Fiesta, the brief clearly was: “You have to make it bigger than ‘Josh’, reveals SN Mohan, VP and Senior Creative Director, JWT Chennai.For Complete IIPM - Article, Click on IIPM-Editorial Link
Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006
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