Ford Joins hand with Nat Geo to Promote Endeavour All Terrain Vehicle

American auto major Ford's Indian arm Ford India has joined hands with National Geographic Channel for an upcoming adventure show, 'My Endeavour Alterrain', which was announced yesterday at the launch of the show in New Delhi. The show will be based on the travel experiences of the five celebrities, who will drive newly launched Ford Endevour All Terrain. These celebrities include Bollywood actress Gul Panag, cult movie director Nagesh Kuknoor, actor Rajeev Khandelwal, banker-cum-writer Chetan Bhagat and Olympic bronze Boxer Vijender Singh. All five will travel to the places of their choices and then will share their experiences such as exploring new cultures, landscapes, food, art and people through the TV show.

"My ultimate endeavor to complete an unfinished road-trip to Coorg and Munnar that I had undertaken in 1995, this experiance will also help me to make my next movie, which will be a road movie," Nagesh Kuknoor said. While Nagesh is going to Munnar, Vijender plans to drive through Rajasthan till the India-Pakistan border post and sing for the army men posted there.

Chetan Bhagat said, "I write in English and that is why people think that I don't know the problems of the rural India and more focused on the urban population, my trip to Junagarh will help me to understand and explore the problems of the rural India."

Gul Panag, who is a big fan of Nat Geo and a serial road tripper, says she jumped to the offer for this show. She wants to explore the coastal Karnataka with a drive from Goa to Hampi. Rajeev Khandelwal told that he would like to revive his earliest travel memories, which was with his father at Brahmputra River, so he will travel from Dibrugarh, Assam to Pasighat in Arunachal Pradesh to experience the purity of nature.

Debarpita Banerjee, vice president, marketing, National Geographic and Fox International Channels, India says, "The whole idea behind launching such a show is to re-establish what NGC stands for. We aim to showcase the real travel stories, journeys and cultures through this." "This will be a five-part series of one hour shows that will be aired on the television from the middle of May," she added.

We asked a couple of questions to Mr. Vinay Piparsania, executive director, marketing sales and service, Ford India, was more than happy on answering visitor questions. When asked about Ford's motive behind this show, he described, "This collaboration will help us in brand building. It will help us in better marketing of our product and generate more awareness about the new edition of our flagship product Ford Endeavour - the all terrain edition." When asked about the after sales services, he said that Ford India after sales services are now improved, and still improving. They have inaugurated two new service stations last week including one at Gangtok. Ford is planning to expand to 500 customer touch points and soon they will able to provide 24 hour road assistance to 85% Ford owners.

Debarpita Banerjee says, "We are not just trying to increase our viewership numbers but also create a right kind of perception by which I mean creating the right kind of content for the right kind of audience." Each celebrity will complete their journeys in 4-6 days and separate camera crews will accompany them. Both Ford India and Nat Geo is about to launch a publicity campaign for the show through the medium of print and electronic media. The will show go on air by May, 2013.

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