Friday, November 10, 2000
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Ford India uses icons to drive birthday josh 

Rupali Mukherjee  
Auto major Ford India's brand philosophy of Josh and Josh machine Ikon is donning new colours. Literally. The company has lined up a major promotional campaign under which two art `icons' will dress up the Ikon in exciting colours and designs. The `Young Icons' programme is part of the first anniversary celebration of the Ikon which was launched on November 22 last year.

Two young icons have been selected-"young upcoming artists who are involved in innovative things"-Ms Rohini Devasher from the Delhi School of Arts and Mr Varun Wadhawan, a talented fashion designer from the National Institute of Fashion Technology.

``In the Young Ikons programme, Ford's objective is to promote fresh talent and connect with the Ford Ikon's customer who is young, vibrant and full of josh," said Mr V Sivaramakrishnan, general manager, marketing and product planning.

The two artists will dress up the car in the Josh spirit. Ms Devasher has conjured up an innovative, modern design for the exterior of the Ikon and Mr Wadhawan is working on the interiors, including the upholstery, to give it a trendy look. The Josh theme is also the basis of Mr Wadhawan's special fashion line-up and interior accessories for the car. "In the first of its kind promotion, Ford India is promoting young talent which underlies the Josh concept, and will showcase the work of the young icons while promoting their careers", a Ford spokesperson told The Financial Express. Ford India's advertising agency HTA has also done preliminary work for the promotional campaign, she added. The special Ford Ikon will be displayed in select cities in November. Ms Devasher's paintings based on the josh theme, commissioned by Ford will also be on display at the venue.

The icons: Ms Devasher has been involved with a wide spectrum of art and painting projects, while Mr Wadhawan has been selected by the Lalit Kala Akademi to exhibit graphics in Chandigarh.

In a yet another marketing promotion which lasted till mid-October, Ford Ikon ChamatCar Festival was organised-in a bid to create excitement around the preview of the Ford Ikon GT and Ikoncept 2003 at dealerships all across the country.

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