March 27 - Ford Motors issues an apology after an advertising agency creates an offensive campaign for the automaker. Kilmeny Duchardt reports.
▲ Hide Transcript
▶ View Transcript
Ford Motor's slogan, "Go Further" may just have gone a little too far.
The company's division in India has issued an apology after one of its ads sparked international outrage.
The advertisement, which was uploaded to an industry website, shows women bound and gagged in the trunk of a Ford Figo car with former Italian Prime Minister Silvio Berlusconi at the wheel.
The ads, created by advertising group JWT India, did not go through the normal review process.
Image expert Dilip Cherian explains why it didn't play out.
(SOUNDBITE) Dilip Cherian, image expert, saying (English):
"India is not a market where non-ethnic kind of humour plays quite correctly and the second is you always have to understand the nuance and this is something that we at Perfect Relations are extremely careful of in dealing with our 200 clients; is understand the nuance of the moment. Things shift every week, every day and sometimes in the day, so you've got to understand what values play out and what values never play out. This bunch of values would never play out."
Ford India did not say whether it will take any action against the agency.
Family cars such as the Ford Figo are key to getting a foothold in India's booming auto market.
And with company sales in India trailing behind Maruti and Hyundai, missteps can be costly.
Press CTRL+C (Windows), CMD+C (Mac), or long-press the URL below on your mobile device to copy the code