Ford Urges Indian Road Users to Pause, Reflect & Discover; Introduces Discover Band
Pune, India, September 16, 2019: Strengthening its commitment towards safety, Ford India today introduced a unique Discover Band, an elastic strap for the thumb that is intended to encourage responsible driving habits and make roads safer.
The Ford Discover Band has been designed to serve as a constant reminder for drivers to PAUSE, REFLECT and DISCOVER before giving into an impulse of indulging in road rage and follow better road etiquettes such as — not honking unnecessarily; not driving on the wrong side; helping people in distress & ensuring kids sit in the rear seat among others.
“The Ford Discover Band is a constant reminder for people on the road to always do what’s right and realize that change begins with them,” said Rahul Gautam, vice-president, Marketing, Ford India. “The Discover Band sitting on our thumbs will remind us to be humane in our everyday behavior. It comes with a pledge that urges its users to stay calm, compassionate and responsible while driving and help them Discover More in themselves.”
To ensure that future drivers imbibe good habits, Ford, in partnership with Nickelodeon, is reaching out to more than 500,000 children in 650 schools spread across India with its message of safety. The company will distribute Discover Band to the children to ensure they encourage their family members demonstrate the right behavior on road.
The bands are also being distributed to customers across all Ford dealerships.
Discover Band has been conceptualized as part of Ford’s Discover More in You Campaign that celebrates the spirit of a changing India where people are fueling discoveries to their inner selves & making a difference to the world around them. The campaign started with three thought-provoking commercials that touch upon key societal issues and behaviors that often go unchecked.
Not just the Discover More csampaign, Ford has been steadfast in its commitment to advocate for safer and saner roads, and help people discover more in themselves through its longstanding Cartesy initiative. The initiative focuses on encouraging people to be courteous and respectful to others on the road, irrespective whether they are drivers or pedestrians.
