We got shortlisted for an Effie in the Interactive Digital Media category for this campaign.

Inspired by 'what drives India' we wanted the Ford Aspire to be a symbol of all the values that drive the modern Indian. The task was to create an engagement platform for audience to share and spread their inspiring stories. 

We chose Farhan Akhtar, a big Bollywood movie star (who's perceived as being driven by his passions) as our campaign host. People could come to whatdrivesyou.com and tell us what their passion was. Farhan conducted interviews while driving which were fed online and on TV to further inspire people to share stories.

An online ecosystem was created for the user generated content to flourish. Four final participants and Farhan used their official Twitter handles to engage audiences. Videos were made of the four finalists and they spread them on social media. The winner won a Ford Aspire and this was announced on a show on Sony television.

The following video summarises the campaign:

One of the videos that went out on social media:

The central website, whatdrivesyou.com, was dynamic and modular enough to support the various phases of the campaign.

Farhan asks “What Drives You?”

What drives Lakshmi Pratury? Farhan picks her brain.

Figo Aspire Presents Aakanksha's Story: Driven By Change

Figo Aspire Presents Sharad's Story: Driven By Determination